Determinants of South African online consumers’ e-loyalty toward curated subscription boxes

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dc.contributor.authorNaidoo, Deneline
dc.date.accessioned2023-02-27T07:43:42Z
dc.date.available2023-02-27T07:43:42Z
dc.date.issued2022
dc.descriptionA research report submitted in partial fulfilment of the requirements for the degree of Master of Management in the field of Digital Business to the Faculty of Commerce, Law and Management, Wits School of Governance, University of the Witwatersrand, 2022
dc.description.abstractConsumer goods subscription boxes are a relatively new phenomenon where consumers pay a recurring fee to get a delivery of goods within a specific category of products according to a set frequency. Subscription box services offer a unique experience to consumers as they no longer need to shop for individual items on their own, and can instead outsource the decision-making process to a specialist. However, these types of businesses find it difficult to attract and retain consumers because of the seemingly long-term buy-in of the subscription mechanism. The purpose of this research paper was to identify the determinants of South African online consumers’ e-loyalty toward curated subscription boxes. A survey method was adopted to test the research model which included satisfaction, utilitarian, hedonic and perceived risk motivations. Data was collected using an online questionnaire from a sample of 118 respondents. Data was subjected to tests of reliability and validity, and then correlation and regression techniques were used to test the study hypotheses. The findings showed that satisfaction along with the utilitarian motivations were the most important determinants of e-loyalty. Specifically, product offering, convenience and monetary savings were the most important utilitarian values promoting e-loyalty. Hedonic and perceived risk motivations were secondary. The research findings contribute to the present body of knowledge in online box subscription services, and offers advice for these providers to better their offerings.
dc.description.librarianPC(2023)
dc.facultyFaculty of Commerce, Law and Management
dc.identifier.urihttps://hdl.handle.net/10539/34676
dc.language.isoen
dc.rights.holderUniversity of the Witswatersrand, Johannesburg
dc.schoolWits School of Governance
dc.subjectUCTD
dc.subjectE-loyalty
dc.subjectOnline loyalty
dc.subjectphysical goods subscriptions
dc.subjectProduct offerings
dc.subjectproduct information
dc.subjectSatisfaction
dc.subject.otherSDG-8: Decent work and economic growth
dc.titleDeterminants of South African online consumers’ e-loyalty toward curated subscription boxes
dc.typeDissertation
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