The influence of perceived risk, trust and security on the online shopping behaviour: A South African perspective
Date
2022-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Witwatersrand, Johannesburg
Abstract
The Online Retail in South Africa 2022 study conducted by World Wide Worx and MasterCard reveals a 30% growth in online retail in South Africa. This brings the total value of online retail in South Africa to R55 billion. It follows 40% growth in the previous year, which resulted in a total of R42,3 billion in 2021 (Worx, 2022). Based on this result, it can be concluded that the growth of online retail stems not from an increase in consumer demand, but from a shift in consumers' purchasing behaviour from physical shops to online stores and apps (Worx, 2022). As a result of this fact, it is evident that South African e-commerce has made significant progress. Several studies have found that, in addition to other factors, consumers' perceptions of risk and trust influence their online shopping behaviour (Aseri, 2021). Therefore, this study needed to investigate the extent to which perceived risk, trust and security risk shape online shopping behaviour from a South African perspective. After confirming the survey instrument's psychometric properties, a conceptual model was created and tested. The hypothesis was tested using IBM SPSS 27 software. Along with a quantitative approach, a descriptive research method has been used in the current study. A structured tool was initially used to collect 262 responses, but after carefully examining the data, only 242 reliable responses were used for the model's analysis and evaluation. The research employs descriptive analysis, correlation analysis, multiple regression analysis, and path analysis. According to the findings, perceived ease of use (PEOU) and perceived usefulness (PU) have a positive influence on online shopping attitudes (SA). Furthermore, the findings show that online shopping attitude (SA) has a positive influence on online shopping persistence (SC). In addition, the moderation results reveal that the moderating variables Trust in E-commerce (TE), Perceived Risk (PR), and Perceived Security Protection (PSP)/ cybersecurity risk (CR) were significant and indicated that they would moderate the relationship between online Shopping Attitude and online Shopping Continuance. The results of the researchyield helpful insights for retailers by giving them a comprehensive overview of the factors analysed in the study and explaining how they affect customers' online buying behaviour. In addition, this research includes an investigation of demographic characteristics and their impact on diverse factors. These findings will be beneficial to retailers as they discern the attitudes of different demographics concerning e-commerce
Description
A research report submitted in partial fulfillment 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, Johannesburg, 2023
Keywords
Online Shopping Behaviour, Online Shopping Continuance, Perceived Risk, E-commerce, Covid Impact, Security, Trust, UCTD
Citation
Hlatshwayo, Mthokozisi. (2023). The influence of perceived risk, trust and security on the online shopping behaviour: A South African perspective [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace. https://hdl.handle.net/10539/38958