The influence of COVID-19 on online shopping behaviour in South Africa
- Authors: Shati, Joseph
- Date: 2021-12
- Subjects: Teleshopping -- South Africa , Consumer behavior --South Africa , COVID-19 Pandemic, 2020- -- South Africa -- Influence
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/54330 , vital:46429
- Description: The traditional brick-and-mortar stores have had to endure competition in the recent past from the arrival of various shopping channels, particularly the online shopping. Despite the competition enhanced by a proliferation of technology, brick-and-mortar is still the preferred shopping channel. This is largely due to the shopping behaviour, which is generally stable and slow to change unless it is distorted by a catastrophic event. The advent of the corona virus pandemic has seen nations imposing restrictions on gatherings and encouraging moving to online platforms for both social and business interactions as a way to curb transmission of the deadly virus. This major life event has the potential to distort traditional shopping behaviour. Therefore, this study seeks to investigate whether the pandemic has had an influence on online shopping in South Africa. The research aims to examine the different shopping channels and factors that lure customers to those channels paying particular attention to online shopping during the pandemic. Communication, technology, product variety, payment method, delivery, shopping behaviour, COVID-19 and demographics were identified during a literature review as independent factors that influence online shopping. A positivism paradigm, which informed the selection of a quantitative method, was adopted for this research in order to achieve the study’s research objectives. An online questionnaire was designed to collect data and was distributed by the university’s first-year MBA students. The collected data were analysed with the assistance of the university’s statistician. The ethics approval for the study was obtained from the Nelson Mandela University’s Ethics Committee, reference number H21-BES-BS-003. The study draws from the Technology Acceptance Model, Theory of Planned Behaviour and Diffusion of Innovation theories to gain a better understanding on the acceptance of technologies’ influence on online shopping. The study identified that the biographic variables, namely age, income, education, gender and employment status have an influence on online shopping. The relationship between the different independent factors and online shopping was tested using the Exploratory Factor Analysis, Pearson correlations and Chi2 Tests. The factors Payment method, Shopping behaviour, Current impact of COVID-19, Acceptance of technologies and Product variety were found to have a significant influence on online shopping.Based on the research findings, the study formulated recommendations for online businesses in South Africa. The research findings will allow businesses to promptly implement strategies that meet the consumers’ needs and gain competitive advantage. Based on the findings, businesses are urged to improve security on payment methods, leverage technology to offer improved customer experience and primarily market to the 18-39 years employed cohort. These recommendations will assist businesses to retain these online shopping customers post the pandemic. , Thesis (MBA) -- Faculty of Business and Economic Sciences, 2021
- Full Text:
- Date Issued: 2021-12
- Authors: Shati, Joseph
- Date: 2021-12
- Subjects: Teleshopping -- South Africa , Consumer behavior --South Africa , COVID-19 Pandemic, 2020- -- South Africa -- Influence
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/54330 , vital:46429
- Description: The traditional brick-and-mortar stores have had to endure competition in the recent past from the arrival of various shopping channels, particularly the online shopping. Despite the competition enhanced by a proliferation of technology, brick-and-mortar is still the preferred shopping channel. This is largely due to the shopping behaviour, which is generally stable and slow to change unless it is distorted by a catastrophic event. The advent of the corona virus pandemic has seen nations imposing restrictions on gatherings and encouraging moving to online platforms for both social and business interactions as a way to curb transmission of the deadly virus. This major life event has the potential to distort traditional shopping behaviour. Therefore, this study seeks to investigate whether the pandemic has had an influence on online shopping in South Africa. The research aims to examine the different shopping channels and factors that lure customers to those channels paying particular attention to online shopping during the pandemic. Communication, technology, product variety, payment method, delivery, shopping behaviour, COVID-19 and demographics were identified during a literature review as independent factors that influence online shopping. A positivism paradigm, which informed the selection of a quantitative method, was adopted for this research in order to achieve the study’s research objectives. An online questionnaire was designed to collect data and was distributed by the university’s first-year MBA students. The collected data were analysed with the assistance of the university’s statistician. The ethics approval for the study was obtained from the Nelson Mandela University’s Ethics Committee, reference number H21-BES-BS-003. The study draws from the Technology Acceptance Model, Theory of Planned Behaviour and Diffusion of Innovation theories to gain a better understanding on the acceptance of technologies’ influence on online shopping. The study identified that the biographic variables, namely age, income, education, gender and employment status have an influence on online shopping. The relationship between the different independent factors and online shopping was tested using the Exploratory Factor Analysis, Pearson correlations and Chi2 Tests. The factors Payment method, Shopping behaviour, Current impact of COVID-19, Acceptance of technologies and Product variety were found to have a significant influence on online shopping.Based on the research findings, the study formulated recommendations for online businesses in South Africa. The research findings will allow businesses to promptly implement strategies that meet the consumers’ needs and gain competitive advantage. Based on the findings, businesses are urged to improve security on payment methods, leverage technology to offer improved customer experience and primarily market to the 18-39 years employed cohort. These recommendations will assist businesses to retain these online shopping customers post the pandemic. , Thesis (MBA) -- Faculty of Business and Economic Sciences, 2021
- Full Text:
- Date Issued: 2021-12
Demographical diversity influence on online shopping orientation and propensity to buy online
- Authors: Tapson, Megan Jacqueline
- Date: 2010
- Subjects: Teleshopping -- South Africa , Electronic commerce -- South Africa , Consumer behavior -- South Africa -- Cross-cultural studies , Ethnicity -- South Africa , Ethnic attitudes -- South Africa , Consumer behavior -- South Africa
- Language: English
- Type: Thesis , Masters , MSocSc
- Identifier: vital:1168 , http://hdl.handle.net/10962/d1002784 , Teleshopping -- South Africa , Electronic commerce -- South Africa , Consumer behavior -- South Africa -- Cross-cultural studies , Ethnicity -- South Africa , Ethnic attitudes -- South Africa , Consumer behavior -- South Africa
- Description: Online shopping is a growing phenomenon all over the world, and it has thus had an influence on the shopping process for many consumers (Brengman et al., 2005:79; Brown et al., 2003:1667; Kau et al., 2003:139). Consumers are now choosing to shop online due to changes in their lifestyles and demographic diversity (Kau et al., 2003:139). The purpose of this research was to examine the extent to which demographic diversity influenced online shopping orientation and propensity to buy online. The researcher first conducted an in-depth theoretical study of previous research into demographic diversity, online shopping orientation and propensity to buy online. Next, the researcher conducted an empirical survey questionnaire, in order to assess the opinions of students at the three selected Eastern Cape universities. Phinney's (1992:156) multi-group ethnic identity measure was administered in order to identify how respondents feel about their ethnicity and/or how they react to their own ethnic group. Kau et al.,'s (2003) online shopping orientation measure was used to help identify six relevant online shopping factors. The six online shopping factors where then used to describe six online shopping orientation types. The main findings of this research conducted at three Universities in the Eastern Cape can be summarised as follows: Ethnic Identity Profile: - Within this research it was found that respondents at all three universities in general had a strong ethnic identity to their specified ethnic group, according to the two ethnic identity factors namely; commitment and exploration. Online Shopping Orientation Profile: - Within this research it was found that the respondents at all three universities in general could be categorised in one of six online shopping orientation types according to six online shopping factors. The extent to which demographic diversity influences types of online shopping orientation: - From the research hypotheses it was concluded that a relationship exists between demographic diversity and types of online shopping orientations, whereby the gender, race and ethnicity of respondent is likely to influence the way consumers shop online, namely the consumers‟ online shopping orientation. The extent to which demographic diversity influences propensity to buy online: - From the research hypotheses it was concluded that a relationship exists between demographic diversity and propensity to buy online, whereby the gender of respondents is likely to influence whether consumers buy online in the future. - From the research hypotheses it was concluded that no relationship exists between demographic diversity and propensity to buy online, whereby the race and ethnicity of respondents is not likely to influence whether consumers buy online in the future. The extent to which types of online shopping orientation influence propensity to buy online: - The findings suggest that different online shopping orientations have different propensities to buy online in the future. Hence, marketers should be aware of the online shopping orientations more likely to buy online in the future and focus their marketing programs on them. They should also try new ways to attract the online shopping orientations that may not buy online, in the hopes of changing their opinions and perceptions of the Internet and online shopping. South Africa, in particular, consists of multi-racial and diverse ethnic origins, which has resulted in a demographically diverse South African nation. Therefore, marketers need to develop a better understanding of consumers‟ online shopping orientation (Donthu and Garcia, 1999:57; Jayawardhena and Foley, 2000:19; Kau et al., 2003:140). Understanding consumers' online shopping orientation will assist marketers in being able to market to specific consumers and meet the needs of consumers effectively (Kau et al., 2003:140). Since demographic diversity influences the online shopping orientations of consumers, major opportunities for marketers will be provided by accommodating for a demographically diverse South African nation.
- Full Text:
- Date Issued: 2010
- Authors: Tapson, Megan Jacqueline
- Date: 2010
- Subjects: Teleshopping -- South Africa , Electronic commerce -- South Africa , Consumer behavior -- South Africa -- Cross-cultural studies , Ethnicity -- South Africa , Ethnic attitudes -- South Africa , Consumer behavior -- South Africa
- Language: English
- Type: Thesis , Masters , MSocSc
- Identifier: vital:1168 , http://hdl.handle.net/10962/d1002784 , Teleshopping -- South Africa , Electronic commerce -- South Africa , Consumer behavior -- South Africa -- Cross-cultural studies , Ethnicity -- South Africa , Ethnic attitudes -- South Africa , Consumer behavior -- South Africa
- Description: Online shopping is a growing phenomenon all over the world, and it has thus had an influence on the shopping process for many consumers (Brengman et al., 2005:79; Brown et al., 2003:1667; Kau et al., 2003:139). Consumers are now choosing to shop online due to changes in their lifestyles and demographic diversity (Kau et al., 2003:139). The purpose of this research was to examine the extent to which demographic diversity influenced online shopping orientation and propensity to buy online. The researcher first conducted an in-depth theoretical study of previous research into demographic diversity, online shopping orientation and propensity to buy online. Next, the researcher conducted an empirical survey questionnaire, in order to assess the opinions of students at the three selected Eastern Cape universities. Phinney's (1992:156) multi-group ethnic identity measure was administered in order to identify how respondents feel about their ethnicity and/or how they react to their own ethnic group. Kau et al.,'s (2003) online shopping orientation measure was used to help identify six relevant online shopping factors. The six online shopping factors where then used to describe six online shopping orientation types. The main findings of this research conducted at three Universities in the Eastern Cape can be summarised as follows: Ethnic Identity Profile: - Within this research it was found that respondents at all three universities in general had a strong ethnic identity to their specified ethnic group, according to the two ethnic identity factors namely; commitment and exploration. Online Shopping Orientation Profile: - Within this research it was found that the respondents at all three universities in general could be categorised in one of six online shopping orientation types according to six online shopping factors. The extent to which demographic diversity influences types of online shopping orientation: - From the research hypotheses it was concluded that a relationship exists between demographic diversity and types of online shopping orientations, whereby the gender, race and ethnicity of respondent is likely to influence the way consumers shop online, namely the consumers‟ online shopping orientation. The extent to which demographic diversity influences propensity to buy online: - From the research hypotheses it was concluded that a relationship exists between demographic diversity and propensity to buy online, whereby the gender of respondents is likely to influence whether consumers buy online in the future. - From the research hypotheses it was concluded that no relationship exists between demographic diversity and propensity to buy online, whereby the race and ethnicity of respondents is not likely to influence whether consumers buy online in the future. The extent to which types of online shopping orientation influence propensity to buy online: - The findings suggest that different online shopping orientations have different propensities to buy online in the future. Hence, marketers should be aware of the online shopping orientations more likely to buy online in the future and focus their marketing programs on them. They should also try new ways to attract the online shopping orientations that may not buy online, in the hopes of changing their opinions and perceptions of the Internet and online shopping. South Africa, in particular, consists of multi-racial and diverse ethnic origins, which has resulted in a demographically diverse South African nation. Therefore, marketers need to develop a better understanding of consumers‟ online shopping orientation (Donthu and Garcia, 1999:57; Jayawardhena and Foley, 2000:19; Kau et al., 2003:140). Understanding consumers' online shopping orientation will assist marketers in being able to market to specific consumers and meet the needs of consumers effectively (Kau et al., 2003:140). Since demographic diversity influences the online shopping orientations of consumers, major opportunities for marketers will be provided by accommodating for a demographically diverse South African nation.
- Full Text:
- Date Issued: 2010
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