Factors influencing customer's consumer behaviour towards online shopping for consumer electronics in Gauteng, South Africa

Abstract

Online shopping gained importance with the increase in Internet adoption. The development in the e-commerce industry, with opportunities created for retailers, demanded research on factors influencing online shopping behaviour. The purpose of the study is to determine factors influencing consumers’ behaviour towards online shopping for consumer electronics in Gauteng, South Africa. The study employs a descriptive research methodology involving a quantitative research design. The study adopts a convenience sampling method for collecting data by intercepting individuals in Cresta Mall in Johannesburg and Sunnypark Shopping Centre in Pretoria. Self-administered, printed questionnaires were distributed, and data were collected from 207 respondents. This research followed the correct protocol for administering surveys, questionnaire design, measures to ensure data integrity and appropriate analysis strategy, providing reliable and valid research. The data were subjected to factor analysis and the descriptive statistics were also conducted. The parametric, independent sample T-test and Analysis of variance tests were employed for hypothesis testing. The study results suggested that demographic, utilitarian and hedonic factors affect consumers’ online shopping behaviour. This study concludes that demographic factors affect online shopping consumer behaviour traits of electronic goods. It also found statistical differences amongst demographic factors, against hedonic and utilitarian factors. The study also tested whether utilitarian values influence consumer behaviour towards online buying of electronic goods, concluding the existence of a significant relationship between utilitarian values towards online shopping behaviour. Lastly, the study determined if hedonic factors influence consumer behaviour when shopping online. It is concluded that hedonic factors influence consumer behaviour when shopping online. Findings of this study provide a positive contribution to e-commerce research in South Africa by assessing practices of online consumers and factors influencing online shopping adoption. The study recommends further longitudinal research concerning customer behaviour towards online shopping while supporting further studies to focus on the identified factors influencing online shopping.

Ku xava eka inthanete ku vile ka nkoka ku ya hi engetelo wa inthanete. Nhluvukiso eka swa indhasitiri yo xava hi inthanete, ni ku tumbuluxiwa ka miintirho ka vaxavisi, ndzavisiso wa swilo swo kucetela mahanyelo yo xava hi xielekitironiki. Nkongomelo wa dyondzo leyi i ku kumisisa swilo leswi kucetelaka mahanyelo ya vatirhisi loko va xava eka inthanete switirisi swa xielekitironiki eGautengi, Afirika-Dzonga. Dyondzo yi tirhisa endlelo ya ndzavisiso wo hlamusela hi ku hlawulekisa ku katsa na dizayini ya ndzavisiso wa nhlayonhlayo. Dyondzo yi tirhisa endlelo ra kahle ro sampula ku hlengeleta data hi ku vutisisa vanhu emolweni wa le Joni wa Cresta na Senthara ya Sunnypark yo Xava ePitori. Swivutiso leswi u swi lawulaka, no swi kandziyisa swi hangalasiwile, na swona data yi hlengeletiwile ku sukela ka 207 wa vavutisiwa. Ndzavisiso wu landzelerile maendlelo yo hetiseka ku lawula milavisisontsongo, tidizayini ta swivutiso, swipimelo ku endlela leswaku data yi va hi xiyimo xa kahle na xitirateji analysis lexinene, lexi nyikaka ndzavisiso lowu kamberiweke no khorwisa. Data a yi fanele ku analayiziwa na nhlayonhlayo wo hlamusela hi ku hlawulekisa wu endliwile. Mimbuyelo ya ndzavisiso yi nyikile miehleketo ya leswaku nhlayonhlayo ya vanhu na swilo swa utilitarian na hedonic swi khumbaka mahanyelo ya vatirhisi yo xava emolweni hi xielekitironiki. Dyondzo leyi yi gimeta leswaku swilo swa nhlayo ya vanhu hinkwavo swi khumbanaka mahanyelo yo xava tinhundzu Ku kumeka na ku hambana ka nhlayonhlayo exikarhi ka nhlayo ya vanhu hinkwawo mayelano na timhaka ta hedonic no tirhiseka. Dyondzo yi kamberile loko mikoka ya swithirisiwa yi kucetela mahanyelo ya vanhu eku xaveni ka tinhundzu hi xielekitironiki, no gimeta vukona bya nkoka wa vuxaka exikarhi ka mikoka yo tirhiseka ka mahanyelo yo xava hi xielekitironiki. Xo hetelela, dzondzo yi kumisisa loko timhaka ta hedonic ti kucetela mahanyelo ya vatirhisi loko va ri ku xaveni hi xielekitironiki. Ku gimetiwile leswaku timhaka ta hedoniki ti kucetela mahanyelo ya vatirhisi loko vax ava hio xielekitironiki. Leswi swi nga kumeka ka dyondzo swi na xiave xa kahle ka ndzavisiso wa e-commerce eAfirika-Dzonga hi ku xopaxopa mintolovelo ya vatirhisi ya xielekitironiki na timhaka to kucetela ku tirhisa ku xava ka xielekitironiki. Dyondzo yi bumabumela ku yisa emahlweni na ndzavisiso wa longitudinal mayelana mahanyelo ya vashavi eka ku xava hi xielekitironiki na ku seketela ku yisa emahlweni tidyondzo to kongomisa ka timhaka to kucetela ku xava eka inthanete.