Which consumer attributes influence South African consumers to shop online

Abstract

Technology advances such as Internet have changed consumers shopping behaviour and increased South Africa consumers online shopping in the last few years. The purpose of this research paper was to determine the consumer attributes that influence online shopping behaviour of South African consumers. The paper determines whether consumer attributes influencing online shopping differ across consumer demographic factors and frequency of purchase. Online shopping has been a topic of interest for many researchers in SA and globally. As online shopping gain momentum among consumers, it is important for online retailers to understand what influence consumers to shop online. This is more important for developing countries such as SA. The population for the study was SA consumers who have internet access. A convenience sampling method was used to reach 104 respondents in SA. Data was analyzed using SPSS version 24. Various statistical analysis such as descriptive statistics, factor analysis and Anova were used. The findings of the study revealed that consumers attributes: perceived ease of use, perceived usefulness and security have an influence on their online shopping behaviour. The conducted research also established that age of consumers, significantly influence on online shopping while gender, income and education level have no significant influence towards online shopping consumer behaviour. The attributes differ across the frequency of purchase with those frequently buying attaching more value to perceived ease of use and perceived usefulness of online shopping.

The influence of demographic factors on perceived risks affecting attitude towards online shopping

“…The above findings indicate that there is no influence of gender towards risk factors influencing attitude on online shopping. The results are supported by Makhitha et al (2019) who found that gender has no influence towards online shopping. Other studies on online shopping also did not find a significant impact of gender towards online shopping (Brashear et al 2010;Chiu, Lin & Tang 2005).…”

“…Existing studies also reported conflicting findings with some reporting age to have influence towards online shipping (Makhitha 2014;Makhitha et al 2019;Rudansky-Kloppers 2016), while others reported that age has no influence towards online shopping (Kim 2006).…”

“…Previous studies have identified the factors that influence online shopping behaviour (Farhana et al 2017;Makhitha et al 2019;Orubu 2016;Tandon et al 2018). However, further research is needed to examine risk factors that might have an influence on consumers' attitude towards online shopping (Tandon et al 2018:85), especially in developing countries (Bhatti, Saad & Gbadebo 2018:8-9).…”

“…Swiegers (2018) investigated various risks, namely perceived psychological and perceived social risk, financial risk, performance risk, time risk and physical risk in online shopping amongst Generation Y consumers in SA. Research by Makhitha et al (2019) studied attributes influencing online shopping and identified risk as one of the factors influencing online shopping, but did not identify the type of risks. Mapande and Appiah (2018:2) also studied factors influencing consumers to shop online and included privacy and security as one of the factors.…”

An Exploratory Study On The Intention to Use Online Food Delivery Among Corporate Workers

“…The factor of ease of use pertaining to the degree to which an invention can be understand easily, learn and operate in a manner that does not involve hard work (Ramayah & Lo, 2007). The second factor is time saving orientation is the most significant attribute that entices customer to utilize online food delivery (OFD) service (Makhitha et al, 2019;Taylor, 2020). The third factor is attitude pertaining to as preferences of the user when they engage with certain technologies and devices (Rahman & Rahman, 2020).…”