Acceptance of online shopping by individuals in South African townships
Internet connectivity has revolutionised the way we conduct our day-to-day activities like banking, communication, travelling arrangements and shopping. Internet has enabled the birth of many technological innovations throughout the world including online shopping. Online shopping is the process of purchasing goods and services from online stores also known as e-tailers over the internet. In developing countries like South Africa, buying and selling of commodities makes up most of the economic activities. Individuals. With the increase in internet connectivity, individuals now have an option to replace the traditional brick and mortar shopping with online shopping. Although online technology is already in maturity phase in the developed countries, for South Africa as a developing country, it is still in its infancy. This might be attributed to factors that may include late penetration of the internet as well as logistical challenges which common in most developing countries. South Africa as a developing country needs technology to grow its economy into a developed country and online technology is one of the key technologies required to achieve this. The majority South African population comes from the townships which means that township dwellers constitute the majority of the consumers. Online shopping technology has potential to contribute towards the growth of small and medium-sized enterprises (SMEs) which is a key part of the South African economy. This demographic set up in South Africa makes it critical for business and academics to understand the acceptance of technology in South African townships, with online shopping being one of these key technologies. The study investigated factors affecting acceptance of online shopping by individuals in South African townships using the adapted unified theory of technology acceptance theory (UTAUT). Using a hypothetical model to test various hypotheses, the study followed a positivist research paradigm. Through the theoretical lens of the adapted unified theory of acceptance and use of technology (UTAUT). A survey was used as the data collection method. The hypotheses were tested and analysed to further understand the factors affecting acceptance of online shopping by individuals in South Africa. Findings of this study revealed that the elements of the adapted unified theory of technology acceptance theory (UTAUT) are strong in predicting acceptance of online shopping in South African townships. Elements like performance expectancy, effort expectancy, social influence as well as trust proved to be significant in predicting acceptance of online technology. This research will assist academics and practitioners to further understand the acceptance of online shopping by individuals.
A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, Johannesburg, in fulfilment of the requirements for the degree of Master of Commerce (Information Systems)
Dzimati, Shorai (2018) Acceptance of online shopping by individuals in South African townships, University of the Witwatersrand, Johannesburg, <http://hdl.handle.net/10539/27162>