Factors that influence the consumer behaviour and the increase of online shopping in the South African market
| dc.contributor.author | Tshabalala, Lilian Bertina | |
| dc.contributor.supervisor | Rukudzo, Pamacheche | |
| dc.date.accessioned | 2024-08-12T12:44:34Z | |
| dc.date.available | 2024-08-12T12:44:34Z | |
| dc.date.issued | 2023 | |
| dc.description | A research report submitted in partial fulfillment of the requirements for the degree of Master of Business Administration the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2023 | |
| dc.description.abstract | South Africa’s e-commerce industry grew by 66% (more than R30 billion) in 2020, compared to 2019, significantly due to online shopping during the COVID-19 pandemic. This research explores the factors influencing growing intentions for online shopping in the South African market after hard lockdown restrictions were lifted. Drawing on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model and the Need for Cognition theory, the study investigates the extent to which online shopping intention is explained by perceived effort expectancy, online shopping performance expectancy, delivery value expectancy, customer dissatisfaction / dissonance and social influence. The constructs are aligned with the understanding that purchasing online requires less effort than traditional retail store visits and that delivery time, customer service social e-communities affect acceptance and usage of online shopping. Using the survey method, a self administered questionnaire on a Google form was designed to collect geo-biographical information and responses related to each construct of the study. Quantitative data was collected from 81 participants residing in Gauteng, KwaZulu Natal and Western Cape who engaged in online shopping. After the internal structure and reliability of the constructs were determined, multiple regression analysis was used to determine the relationships between the data was analysed using and structural equation modelling to determine the path relationships between online shopping intention and perceived effort expectancy, online shopping performance expectancy, delivery value expectancy, customer dissatisfaction / dissonance and social influence in SmartPLS v4. The findings show that delivery expectation has the strongest influence on online while effort expectancy and performance expectancy revealed moderate relationships with online shopping intention. As more retailers engage in ecommerce, findings imply that maximising the delivery component of online purchasing should improve online shopping behaviour. Inferring from the results, this study provides 7 insights for online retailers to prioritise their delivery times and cost to enhance online shopping intention. Additionally, optimising retailer websites calls for a strong digital presence to improve online customer experience with a long-term perspective that will better position retailers to compete in the e-commerce space. Researchers are encouraged to interrogate the lack of significance of customer dissonance and social influence in determining online shopping intention in future research | |
| dc.description.submitter | MM2024 | |
| dc.faculty | Faculty of Commerce, Law and Management | |
| dc.identifier.citation | Tshabalala, Lilian Bertina . (2023). Factors that influence the consumer behaviour and the increase of online shopping in the South African market [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/40067 | |
| dc.identifier.uri | https://hdl.handle.net/10539/40067 | |
| dc.language.iso | en | |
| dc.publisher | University of the Witwatersrand, Johannesburg | |
| dc.rights | © 2023 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg. | |
| dc.rights.holder | University of the Witwatersrand, Johannesburg | |
| dc.school | WITS Business School | |
| dc.subject | e-commerce | |
| dc.subject | Online shopping | |
| dc.subject | Delivery expectancy | |
| dc.subject | Effort expectancy | |
| dc.subject | Performance expectancy | |
| dc.subject | Social influence | |
| dc.subject | UCTD | |
| dc.subject.other | SDG-8: Decent work and economic growth | |
| dc.title | Factors that influence the consumer behaviour and the increase of online shopping in the South African market | |
| dc.type | Dissertation |