Perceptions of consumer online trust and transaction issues in South Africa.
Date
2016
Authors
Pillay, Avinesh
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Abstract
The South African online landscape is growing, with more consumers
connecting to the Internet and as more connected South Africans start using the
Internet, more will search and transact. The ability to search and purchase
online allows consumers the opportunity to make informed decisions about what
they want to buy and whether or not products and services can be procured
online or in-store. This self-education through the online search process allows
consumers to become smarter shoppers, which saves time and money while
enabling convenience.
A connected consumer in South Africa is able to find what they are looking for
and is in a position to search online at any time. This is apparent, as the Internet
has become more available, and online purchasing more prevalent, through the
use of various mobile devices and e-commerce businesses. Online purchasing
also means that more consumers will have to make informed decisions whether
both website and mobile sites are trusted channels for transacting, where
information or goods or services are exchanged on these platforms.
International studies in online trust focus on several factors that consumers take
into consideration before making an online decision about information, goods
and services. Limited studies have been conducted that address the perception
of consumer trust and willingness to transact online in South Africa.
This study assessed the perceptions of consumer online trust and willingness to
transact in South Africa. It evaluated the online trust landscape in South Africa,
and was exploratory in nature. The data was collected through interviews that
were semi-structured in nature from a sample of senior digital marketing
specialists from the retail industry. The perception of consumer online trust and
their willingness to transact in South Africa was provided, through the lens of
these digital marketing specialists, who were considered experts in the online
retail industry. Their insights also provided a view of the consumer journey
when purchasing online.
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Results from research indicated that a high level of trust is required from
consumers to transact with e-commerce businesses. The research also
indicated that several combinations of trust antecedents would result in a
positive online transaction and that both trust in the systematic process and
trust in the experiential process would affect consumer trust in online
transactions.
Description
MBA
Keywords
Teleshopping -- South Africa. Internet marketing -- South Africa. Consumer behavior -- South Africa.