Factors influencing online shopping in South Africa – a post-lockdown context
| dc.contributor.author | Mohamed, Raeesa | |
| dc.contributor.supervisor | Budree, Adhees | |
| dc.date.accessioned | 2024-08-22T13:07:39Z | |
| dc.date.available | 2024-08-22T13:07:39Z | |
| dc.date.issued | 2023 | |
| dc.description | A research report submitted in partial fulfillment of the requirements for the degree of Management in the field of Digital Business to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2023 | |
| dc.description.abstract | Purpose – To evaluate the factors that have influenced the use of online shopping in South Africa during the COVID-19 lockdowns, the role of perceived risk and trust in online shopping and how customers’ online shopping behaviour has changed since the start of the pandemic. Design/methodology/approach – A total of 381 South African consumers responded to an online survey based on the UTAUT2 model, which was extended to include perceived risk and trust as factors. A confirmatory factor analysis was conducted to validate the measurement model followed by a structural equation model to identify the significance of the factors and the strength of the relationship to the dependent variable, behavioural intention. Findings – The research shows that consumers have changed their online shopping behaviour, they have increased their usage of online shopping since COVID-19 and plan to continue to shop online. Additionally, all nine variables are significant to varying extents and the hypothesis is supported for each of them. The strongest correlations were found to be with effort expectancy, performance expectancy, hedonic motivationand habit. Research limitations/implications – The research provides an overall view of eCommerce in South Africa during the COVID-19 lockdown period. To provide further insight, age and gender could be tested as moderators. Moreover, the use of stratified random sampling could create a more generalised view in future studies. Practical implications – The insights from this research can help SMME businesses understand which elements are most important to customers when shopping online and where they should prioritise their limited resources to better serve their clients. Originality/value – This study provides valuable insights into South African consumers’ behaviour as a result of the COVID-19 pandemic. Since this topic has not been extensively researched as yet, this study can benefit SMME businesses to understand the influences that drive consumer adoption of online shopping to enable them to be on a digital transformation journey | |
| dc.description.submitter | MM2024 | |
| dc.faculty | Faculty of Commerce, Law and Management | |
| dc.identifier.citation | Mohamed, Raeesa. (2023). Factors influencing online shopping in South Africa – a post-lockdown context [Master’s dissertation, University of the Witwatersrand, Johannesburg].https://hdl.handle.net/10539/40272 | |
| dc.identifier.uri | https://hdl.handle.net/10539/40272 | |
| dc.language.iso | en | |
| dc.publisher | University of the Witwatersrand, Johannesburg | |
| dc.rights | © 2023 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg. | |
| dc.rights.holder | University of the Witwatersrand, Johannesburg | |
| dc.school | WITS Business School | |
| dc.subject | Adoption | |
| dc.subject | Online Shopping | |
| dc.subject | UTAUT2 | |
| dc.subject | South Africa | |
| dc.subject | SEM | |
| dc.subject | UCTD | |
| dc.subject.other | SDG-8: Decent work and economic growth | |
| dc.title | Factors influencing online shopping in South Africa – a post-lockdown context | |
| dc.type | Dissertation |