Relationship quality factors influencing e-commerce purchases in South Africa.

Abstract

ABSTRACT The purpose of this research was to identify the factors influencing e-commerce purchases in South Africa. The factors were identified from a relationship quality perspective and relationship quality in this study means the strength of a relationship between an online vendor and customers. The conceptual framework for this research was derived from a model developed by Zhang et al. (2011) in their study titled “Repurchase intention in B2C e-commerce – A relationship quality perspective” carried out to determine the factors influencing customers’ online repurchase intention in Ireland. This study was a replicated study of that done by Zhang et al. (2011) but in a South African context. The original study identified antecedents of relationship quality: vendor characteristics made up of perceived website usability, perceived expertise in order fulfilment and perceived vendor reputation; and vendor behaviour which is primarily distrust in a vendor. The model they developed was then used to test the various antecedents’ influence (positive and/or negative) on online relationship quality and thus on online customers’ repurchase intention. The model also tested the influence of online relationship quality on online customers’ repurchase intention A total of one hundred and eighty two responses were collected through an online survey out of which one hundred and sixty were valid and usable responses. The online survey was distributed via email to a sample of Wits Business School students. The sample consisted of respondents who had purchased a product or service online for personal use. The collected data was analysed by means of a structural equation model technique and confirmatory factor analysis based on the model developed by Zhang et al. (2011). The online survey revealed that the demographic profile of users more likely to purchase products and services online was biased more towards men than women; were likely to be between the ages of 20 and 39 years old; had some form of tertiary education; knew about purchasing goods and services online; had purchased goods and services online before and therefore had access to internet-connected devices. Results from the structural equation model and confirmatory factor analysis showed that online relationship quality had the highest direct positive influence on online repurchase intention. Perceived reputation and perceived expertise in order fulfilment were found to influence online relationship quality positively. Distrust in vendor behaviour had a negative direct effect on online relationship quality. Perceived website usability had a negative and low influence on both online repurchase intention and online relationship quality. The results from this survey were similar to the original study by Zhang et al. (2011) except that in their study, perceived website usability had a positive effect on both online repurchase intention and online relationship quality; but the reverse was the case in this study. The results from this research suggest that online vendors should invest in building high quality relationships with customers. A high quality relationship is one in which customers are satisfied and have trust in a vendor. This high quality relationship can lead to repeat purchases by customers thus leading to increased revenues for online vendors.