Online grocery shopping in South Africa: underlying motivations and challenges

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dc.contributor.authorMaja, Kelelo Mpanana
dc.date.accessioned2023-02-27T05:58:20Z
dc.date.available2023-02-27T05:58:20Z
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 Business School, University of the Witwatersrand, 2022
dc.description.abstractWhile many countries imposed COVID-19-related restrictions, global online shopping adoption has recently improved, but not at the same rate as fashion and electronics. However, the disparity among the online segments is yet to be established. The study identified and examined factors influencing South African consumers’ intention to use online grocery shopping. A model was proposed to investigate and test hypotheses relating to effects of social influence (SI), word of mouth (WoM), brand intent, convenience, and order fulfilment constructs on customer purchase. Data was collected from 839 respondents via an online questionnaire. The Structural Equation Modelling (SEM) technique was used to evaluate the relationships between the constructs and customer purchase intention. Social influence, WoM, convenience, and order fulfilment significantly influenced customer purchase intentions, while brand intent showed an insignificant impact. Also, COVID-19 was found to significantly moderate the relationship between convenience and purchase intention, but Age and experience were insignificant.
dc.description.librarianPC(2023)
dc.facultyFaculty Commerce, Law and Management
dc.identifier.urihttps://hdl.handle.net/10539/34672
dc.language.isoen
dc.rights.holderUniversity of the Witswatersrand, Johannesburg
dc.schoolWits Business School
dc.subjectOnline grocery shopping
dc.subjectOnline shopping influence
dc.subjectOnline shopping motivations
dc.subjectCustomer purchase intention
dc.subjectOnline shopping
dc.subject.otherSDG-8: Decent work and economic growth
dc.titleOnline grocery shopping in South Africa: underlying motivations and challenges
dc.typeDissertation
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