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

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dc.contributor.authorMokgofa, Keitumetse
dc.date.accessioned2022-09-22T12:49:40Z
dc.date.available2022-09-22T12:49:40Z
dc.date.issued2021
dc.descriptionA 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), 2021en_ZA
dc.description.abstractE-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 Africaen_ZA
dc.description.librarianCK2022en_ZA
dc.facultyFaculty of Commerce, Law and Managementen_ZA
dc.identifier.urihttps://hdl.handle.net/10539/33294
dc.language.isoenen_ZA
dc.rights.holderUniversity of the Witswatersrand, Johannesburg
dc.schoolWits Business Schoolen_ZA
dc.subjectE-commerce Adoption
dc.subjectB2C
dc.subjectTechnology Acceptance Model
dc.subjectUTAUT
dc.subject.otherSDG-8: Decent work and economic growth
dc.titleKey drivers that influence South African customers to purchase food products through e-commerce platformsen_ZA
dc.typeDissertationen_ZA
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