Key drivers that influence South African customers to purchase food products through e-commerce platforms

Mokgofa, Keitumetse
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E-commerce has become one of the most popular platforms used by customers to shop for various products at their convenience. Whilst customers are using e-commerce to shop for wide range of products within the business to consumer business (B2C) model, it has been reported that buying food online is not that popular with customers as compared to other items like clothing and electronic products in South Africa. This study was undertaken to investigate the key drivers that influence South African customers’ behavioural intention to buy food products through online platforms. Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT2) theoretical frameworks were used as a lens for this study. E-satisfaction was added as a moderating variable to examine its effect on the relationship between perceived usefulness (PU) and perceived ease of use (PEoU) and behavioural intention (BI). This quantitative study adopted a convenience sampling method and an online questionnaire through Ms Qualtrics was used as a research instrument for data collection. The data was collected from 425 South African customers. Confirmatory Factor Analysis(CFA) technique was used for data analysis on Jamovi 1.6.13 software for hypothesis testing and thereafter multiple regression testing was done to accept or decline hypothesis test formally. Based on the results, all stated hypotheses are supported and signifies that all the factors researched positively influence customers’ behavioural intention to buy food products online. This study will assist both online and general food products retailers to formulate strategies that incorporate the key drivers affirmed by the results. It will also contribute to the limited literature available, pertaining to this sector in South Africa
A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management (in the field of Digital Business), 2021