Investigating the factors that influence South African consumers’ behavioural intention to continue using same-day delivery apps

Abstract

Mobile shopping apps have gained popularity among consumers in the digital age. With the rise of the on-demand economy and increased use of mobile phones and apps, the demand for same-day delivery has increased substantially. In response, retailers have turned to mobile shopping apps to meet consumers’ demands for quick and efficient service. However, there is limited research on consumers’ behavioural intention to continue using same-day delivery apps in South Africa, where the on-demand economy is still emerging. Understanding the factors that drive the adoption of same-day delivery apps is critical for businesses looking to succeed in the evolving digital landscape. To fill this research gap, a research study was conducted to develop and test a consolidated technology acceptance model within the South African context. The Unified Theory of Acceptance and Use of Technology (UTAUT2) Model served as the guiding foundation of the conceptual model, which was extended with four exogenous mechanisms (constructs) to investigate its significance in relation to South African consumers’ behavioural intention. Generational cohort (age) and gender were investigated as moderators of the study’s variables. A deductive, quantitative research approach was adopted within the ambit of the post-positivistic research paradigm. Furthermore, to achieve the research objectives, a cross-sectional survey design was applied. Data were collected through a web-based self-administered questionnaire from a sample of 485 South African consumers residing in Gauteng, KwaZulu-Natal and the Western Cape province. The study found that the model explained an estimated 70.8% of the variance in behavioural intention, with perceived customer value (a new construct which emerged) being the only construct with a significant influence. Moderation analysis revealed that generational cohort and gender had a minimal impact on the relationship between perceived customer value and behavioural intention. No statistically significant differences were evident between individuals from different demographic backgrounds.

The research study offers a unique and reliable behavioural intention model for using same-day delivery apps in a South African context, shedding light on the factors that influence consumers’ intention to continue using same-day delivery apps. The research findings can guide the development of effective strategies to promote the adoption and use of same-day delivery apps in a South African context. Recommendations were offered to businesses already operating in the on-demand realm and to those looking to venture into the same-day delivery app industry.

Mobiele-inkopietoepassings het in die digitale era baie gewild by verbruikers geraak. As gevolg van die opkoms van die op-aanvraagekonomie en die toenemende gebruik van selfone en toepassings, het die vraag na selfdedagaflewerings aansienlik gestyg. In reaksie hierop het kleinhandelaars hulle na mobiele-inkopietoepassings gewend om te voldoen aan die verbruikers se vraag na vinnige en doeltreffende diens. Daar bestaan egter beperkte navorsing oor verbruikers se gedragsvoorneme om steeds selfdedagafleweringstoepassings in Suid-Afrika te gebruik waar die op-aanvraagekonomie steeds groei. Dit is van kritieke belang vir ondernemings wat in die ontwikkelende digitale landskap suksesvol wil wees om die faktore te verstaan wat die aanvaarding van selfdedagafleweringstoepassings aanmoedig. Ten einde hierdie navorsingsleemte te vul, is 'n navorsingstudie onderneem om 'n gekonsolideerde tegnologie-aanvaardingsmodel vir die Suid-Afrikaanse konteks te ontwikkel en te toets. Die Model vir die Verenigde Teorie van Aanvaarding en Gebruik van Tegnologie (Unified Theory of Acceptance and Use of Technology – UTAUT2) het as rigtinggewende grondslag van die konseptuele model gedien, wat uitgebrei is met vier eksogene meganismes (konsepte) om sy belangrikheid met betrekking tot Suid-Afrtikaanse verbruikers se gedragsvoornemens te ondersoek. Generasiekohort (ouderdom) en -geslag is as moderators van die studie se veranderlikes nagevors. ’n Deduktiewe, kwantitatiewe navorsingsbenadering is in die sfeer van die post-positivistiese navorsingsparadigma gevolg. Vervolgens is 'n deursnee-opnameontwerp gebruik ten einde die navorsingsdoelwitte te bereik. Data is deur middel van 'n webgebaseerde, selftoegediende vraelys ingesamel met behulp van 'n steekproef van 485 Suid-Afrikaanse verbruikers wat in Gauteng, KwaZulu-Natal en die Wes-Kaap woonagtig is. Die studie het bevind dat die model ongeveer 70.8% van die variansie in gedragsvoorneme verduidelik, met waargenome klantewaarde ('n nuwe konsep wat ontstaan het) wat die enigste konsep was met 'n noemenswaardige invloed. Modereringsontleding het aangetoon dat generasiekohort en -geslag 'n minimale uitwerking op die verhouding tussen waargenome klantewaarde en gedragsvoorneme het. Geen statisties-beduidende verskille is tussen individue uit verskillende demografiese agtergronde gevind nie. Die navorsingstudie bied ’n unieke en betroubare gedragsvoornememodel om selfdedag-afleweringstoepassings in 'n Suid-Afrikaanse konteks te gebruik, wat lig werp op die faktore wat verbruikers se voornemes beïnvloed om steeds selfdedagafleweringstoepassings te gebruik. Die navorsingsbevindings kan die ontwikkeling van doeltreffende strategieë rig om die aanvaarding en gebruik van selfdedagafleweringstoepassings in 'n Suid-Afrikaanse konteks te bevorder. Aanbevelings word gemaak aan ondernemings wat reeds werksaam is in die op-aanvraagterrein asook aan diegene wat van voorneme is om die terrein van selfdedagafleweringstoepassing te betree.

Ii-apps (okanye iziza) zentengiso ziya zithandwa ngokuthandwa ngabathengi kweli xesha ledijithali. Njengoko lusanda uqoqosho lokunxulumanisa ubuchwepheshe bedijithali neenkonzo ezidingekayo nokwanda kokusetyenziswa kweefowuni eziphathekayo kunye nee-apps, imfuneko yokuhambisa iodolo ngosuku ekuthengwe ngalo yandile kakhulu. Ukusabela kwizidingo zabathengi, abathengisi babhenela kwii-apps zentengiso ezisezifownini eziphathwayo ukuze kusetyenzwe ngokukhawuleza nangokwanelisayo. Noxa kunjalo, lusalabalaba uphando lweenjongo zabathengi zokuqhubeka ekuthengeni kwii-apps zokuhambisa iiodolo ngemini ekuthengwe ngayo eMzantsi Afrika, apho uqoqosho lokunxulumanisa ubuchwepheshe bedijithali neenkonzo ezidingekayo lusavelayo. Kubaluleke kakhulu ukuqonda ngemiba eqhuba ukusetyenziswa kwee-apps zokuhambisa iiodolo ngemini ekuthengwe ngayo ukuze amashishini aphumelele kule mihla yedijithali. Ukuze kuvalwe esi sikhewu kuphando, kwaqhutywa isifundo sophando ngenjongo yokuvelisa nokuvavanya indlela yokusebenzisa ubuchwepheshe obunzulu kwiimeko zoMzantsi Afrika. Ingcingane okanye ithiyori eyi Unified Theory of Acceptance kunye nemodeli eyi Use of Technology (UTAUT2) Model zasetyenziswa njengesiseko esikhokela le modeli icetywayo, neyathi yandiswa ngeentsika zobungqina obungaphandle ezine ngenjongo yokuphanda ukubaluleka kwale modeli kwiinjongo zabathengi boMzantsi Afrika. Kwasetyenziswa ubudala bokuzalwa nesini njengeempawu zokuthelekisa iyantlukwano yeenjongo nokuziphatha kubathengi. Kwasetyenziswa indlela yophando eqwalasela ubuninzi bamanani ekufikeleleni kwisigqibo, oko kusenziwa ngokulandela icebo lophando apho ubuyena bomphandi buchaphazela iingcinga nezimvo zakhe. Ngaphaya koko, ukuze kufezekiswe iinjongo zophando, kwasetyenziswa uhlolo zimvo zokuqwalasela abathathi nxaxheba ngaxeshanye. Kwaqokelelwa idatha ngokusebenzisa uludwe lwemibuzo apho umthengi wayeziphendulela ngokwakhe, kubathengi boMzantsi Afrika ababengama-485 nababehlala eGauteng, KwaZulu-Natal naseNtshona Koloni. Isifundo safumanisa ukuba imodeli yacacisa ukuba ama-70.8% aqikelelweyo eyantlukwano kwiinjongo nokuziphatha kwabathengi, nexabiso lemveliso kumthengi elaye labonakala (kwavela ubungqina obutsha) nobaye yabubo bodwa obunefuthe elivakalayo. Uhlalutyo ngokuthelekisa ifuthe leempawu ezahlukeneyo lwadiza ukuba ubudala nesini bunefuthe elingephi kubudlelwane phakathi kokuxabiseka kwemveliso kumthengi nenjongo equka ukuziphatha kwakhe. Akuzange kuvele mahluko umandla phakathi kwabathengi abavela kuluntu lweendawo neentlanga ezahlukeneyo. Esi sifundo sophando sivelisa imodeli ekhethekileyo nefana yodwa yokuziphatha nenjongo yomthengi yokusebenzisa ii-apps zokuhambisa iiodolo ngemini ekuthengwe ngayo kwimeko yoMzantsi Afrika. Ikwadiza nemiba enefuthe kwiinjongo zomthengi zokusebenzisa ii-apps zokuhambisa iiodolo ngemini ekuthengwe ngayo. Okufumaniseke kuphando kungakukhokela ukuphuhliswa kwamacebo okuqhubela phambili nasekusetyenzisweni kwee-apps zokuhambisa iiodolo ngemini ekuthengwe ngayo kwimeko yoMzantsi Afrika. Kwanikwa iingcebiso kumashishini asele eqhuba apho adingeka khona nakulawo asafuna ukungena kweli candelo lee-apps zokuhambisa iiodolo ngemini ekuthengwe ngayo.