E-commerce Use Factors and Its Impact on Customer Experience: An Empirical Study in South African Retail

Abstract

E-commerce adoption in South Africa has grown significantly, yet challenges such as increasing cyber threats and the gap between retailer adoption and actual customer usage continue to hinder customer use and diminish customer experience. This study investigated the factors influencing customer use of e-commerce and their impact on customer experience in the South African retail sector. The updated DeLone and McLean Information Systems (D&M IS) success model was adapted by introducing two security-related constructs: security quality and security knowledge. A quantitative research approach was adopted, using survey data from 181 South African e-commerce users. Structural equation modelling (SEM) was utilised to analyse the relationships between system quality, information quality, service quality, security quality, security knowledge, customer use, user satisfaction, and customer experience. Findings revealed that system quality, service quality, security quality, and security knowledge positively influenced customer use and user satisfaction, while information quality only influenced user satisfaction. The link between information quality and customer use was excluded during model refinement to improve fit. Notably, the security-related factors were found to significantly influence customer use and user satisfaction. Furthermore, customer use and user satisfaction were found to significantly impact customer experience. These results indicate that a positive customer experience not only encourages customers online shopping purchases but also ensures continued platform engagement. The study contributes to information systems research by validating the influence of security constructs within the D&M IS model and provides practical guidance for South African retailers seeking to enhance e-commerce strategies through cybersecurity improvements and user awareness initiatives.