POSITIONING AND INTERACTIVITY OF E-COMMERCE WEBSITES WITHIN SOUTH AFRICA
Date
2011-03-22
Authors
Bratby, Delwin
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The aim of this research was to investigate how developments within the Internet and ecommerce
environment were perceived and used in South Africa. Pertinent literature was
reviewed. Direct quantitative marketing research techniques, using an on-line questionnaire,
were used to collect data regarding South African web pages and e-commerce marketing
strategies, from a random sample of companies.
The collected data were subjected to Anova tests, factor analysis and cluster analysis, to elicit
information related to perceptions about and uses of Internet technology and e-commerce. The
results showed distinct differences within the various industry sectors, in their utilisation of their
web pages and in how they drive their e-commerce strategies. They also indicated that enormous
development has taken place in the web and e-commerce environment across the majority of
industry sectors, and that the industry sectors and consumers, as they become accustomed to
transacting on the web, can benefit from doing so.
It has also been shown that the e-commerce domain offers enormous potential and competitive
advantage for both traditional and ‘dot.com’ companies, although the net effect is a combination
of how geared their particular value chain is to manage the increased complexities of managing a
‘virtual’ customer and delivering on the promises made by their on-line marketing strategies.
Ultimately it will depend on the consumer and their cumulative adoption of the internet as a
purchasing channel.
Description
MBA - WBS
Keywords
E-commerce, Electronic commerce, Websites - South Africa