Papers by Khathutshelo M E R C Y Makhitha
International Journal of Education and Practice, 2024
The purpose of this study is to determine the role that self-efficacy plays in the relationship b... more The purpose of this study is to determine the role that self-efficacy plays in the relationship between entrepreneurship education factors and the entrepreneurship intention of university students in South Africa. An online survey was conducted among students registered at a distance learning institution. The results of the study confirmed that the relationship between entrepreneurship education and entrepreneurship intention is mediated by self-efficacy. Self-efficacy does not mediate the relationship between work readiness, career education, entrepreneurship orientation and entrepreneurship intention. However, there is a direct relationship between entrepreneurship education and self-efficacy. Work readiness, career education, and entrepreneurship orientation have a direct relationship with self-efficacy. Higher education institutions must not only incorporate entrepreneurship education into their curriculum, but they must also ensure that efforts are made to encourage students to believe in their ability to establish their own businesses. Contribution/Originality: This study adds valuable findings to existing literature by investigating the mediation effect of self-efficacy on the relationship between entrepreneurship education and entrepreneurship intention among students in an open distance learning environment.
International Journal of Education and Practice, 2024
The purpose of this study is to determine the factors influencing the entrepreneurship intention ... more The purpose of this study is to determine the factors influencing the entrepreneurship intention of students at a distance learning institution in South Africa. An online survey was conducted among students registered at a distance learning institution, and the results confirmed that factors affecting entrepreneurship intention are entrepreneurship education and self-efficacy. Self-efficacy has a stronger effect on entrepreneurship intention than entrepreneurship education. Other factors, namely work readiness, career education and entrepreneurship orientation, did not display such a relationship with entrepreneurship intention, which implies that they do not affect students' entrepreneurship intention. Universities must make it compulsory for students to study entrepreneurship education by making it a focus of their curriculum design. They must find a way to motivate students to take up entrepreneurship as a career. Contribution/Originality: Most previous studies on entrepreneurship education ignore the perspectives of distance learning universities. This study contributes to existing literature by investigating students from a distance learning university, as the nature of entrepreneurship education varies across higher education institutions.
Expert Journal of Business and Management, 2023
The purpose of this study was to investigate the influence of shopping motivations on clothing re... more The purpose of this study was to investigate the influence of shopping motivations on clothing retail store loyalty in the South African context. A survey was conducted among consumers intercepted at a mall in Venda, South Africa. In total, 250 respondents completed the questionnaire in full. It was found that consumers were influenced by shopping apathy, fashion trends, impressions, reputation, and price, in remaining loyal to a clothing store. Shopping enjoyment, role-shopping and convenience did not influence shoppers to remain loyal to a store. Consumer loyalty is vital to retailers, as it guarantees future sales, long-term profitability, and sustainability. Retail marketers should therefore consider various shopping motivations when designing their marketing activities.
Expert Journal of Marketing, 2023
This study determines the attributes that are important in shopping centre selection in South Afr... more This study determines the attributes that are important in shopping centre selection in South Africa. In it, the researcher determined if shopping centre attributes are influenced by demographic factors. South Africa has witnessed an explosion of shopping centre development, including in rural areas. A survey was conducted in a shopping centre in Venda, South Africa, targeting shoppers who visited the mall at the time of data collection. Regression analysis was used to test the relationships between the constructs and to test the hypotheses. The results of this study showed that price, merchandise and social influence are the most important attributes for shopping centre patronage. The shopping centre attributes was found to be influenced by gender, age and frequency of shopping. The results of this study are important for managers to sustain their shopping centres in a highly competitive environment.
South African Journal of Information Management, 2021
Background: Online shopping adoption has been rising in South Africa (SA). However, there
is stil... more Background: Online shopping adoption has been rising in South Africa (SA). However, there
is still a large majority of consumers who are not buying online because of certain risks
associated with online shopping. This is despite the fact that internet adoption has increased
and is widely accessible by the majority of South African consumers.
Objectives: The purpose of this study was to determine the risk factors that influence
consumers’ attitude towards online shopping in SA. Furthermore, the study aimed to
determine whether demographic factors influence the risk factors of consumers’ attitude
towards online shopping in SA.
Method: A survey was conducted at two shopping malls in Gauteng, SA, targeting online
consumers. A convenience sampling method was used to reach the respondents.
Results: The study found that privacy and security risks have more influence on consumers’
attitude towards online shopping. Furthermore, the study found no moderating effect of
gender on the relationship between risks and attitude towards online shopping. Age was
found to have a moderating effect on the relationship between product, security and privacy
risks and attitude towards online shopping; however, not on the relationship between product
risk and attitude towards online shopping.
Conclusion: In conclusion, privacy and security risk factors have more influence on consumer
attitude towards online shopping. Gender was found to have no moderating effect on the
relationship between risk factors and attitude towards online shopping, whilst age had a
moderating influence on relationship between privacy and security, as well as product factors
and attitude towards online shopping. Marketers can address product concerns if they were to
succeed online and to draw more customers to shopping online.
Keywords: online shopping; consumer behaviour; demographic factors; perceived risk;
attitude; privacy and security risk; product risk; delivery risk.
The African Journal of Information Systems, 2024
South Africa lags behind other economies regarding online shopping adoption. Extant literature ha... more South Africa lags behind other economies regarding online shopping adoption. Extant literature has focused on the influence of risk factors on consumers' intention to shop online. However, few studies have considered the effect that mediating factors can have on relationships between other factors related to online shopping. It is particularly important to determine the mediation effect of perceived risk factors on the relationship between perceived website quality and intentions to shop online. A quantitative survey was used to collect data from 300 online shoppers who purchase clothing online and are located in the Soweto Township in Gauteng, South Africa. Perceived website quality was found to have an unexpected, direct positive influence on perceptions regarding perceived social risk, time risk, product risk and financial risk, as well as on intention to shop online. However, perceived website quality also had a direct negative impact on perceived security risk (as perceived website quality increased perceived security risk decreased). The perceived risk factors did not display statistically significant indirect effects (mediation) between perceived website quality and the intention to shop online. This paper contributes to the SO -R theory in relation to website quality risk factors, perceived risk factors and the intention to shop online. The paper may help online retailers improve website quality by considering the impact of the perceived risk factors from a practical perspective.
International Journal of Management and Sustainability, 2024
The purpose of this study was to determine the influence of the green purchase intention of emerg... more The purpose of this study was to determine the influence of the green purchase intention of emerging market consumers on their green purchase behaviour in South Africa. The calls by the United Nations' (UN) Sustainable Development Goals (SDGs) for consumers and organizations to act and behave sustainably have generated much interest in green consumer behaviour. In SA, calls have also been made for clothing companies to create awareness about the impact of clothing buyer behaviour on the environment. Organizations should also enhance consumer knowledge of their green buying behaviour and the effect this has on the environment. A survey was conducted online among the emerging consumers in Soweto, Johannesburg, targeting 300 respondents. The results confirmed that environmental knowledge and social/peer influence have an impact on green purchase intention and that green purchase intention does influence consumer behaviour. The effect of green purchase intention on green clothing behaviour was found to be higher than the effect of environmental knowledge and social/peer pressure on purchase intention. Clothing firms and policymakers should focus on raising awareness, disseminating information, and using peer pressure to enhance customers' inclination to make environmentally friendly purchases. This, in turn, will impact the buying behaviour of consumers in emerging markets. Contribution/Originality: This study makes a contribution to the purchase behaviour literature by focusing on the consumers in the emerging market of SA, especially those leaving in previously disadvantaged areas, which are known as townships. This particular group of consumers has largely been ignored by studies focusing on green consumer behaviour.
Journal of Contemporary Management , 2024
Purpose of the study: The purpose of this study was to investigate the effect of shopper motivati... more Purpose of the study: The purpose of this study was to investigate the effect of shopper motivation on shopping apathy among South African consumers. The study also interrogated the moderating role of time spent on retail shopping. The purpose was to determine if time spent mediates the effect of shopper motivation on shopper apathy. Design/methodology/approach: The study adopted a survey research method, with a questionnaire instrument utilised for data collection. The target population of this study consisted of shoppers at one of the malls in the town of Thohoyandou in Venda. A survey was conducted according to the convenience sampling approach, and 250 respondents were targeted. Data analysis was processed with the Statistical Package for the Social Sciences (SPSS), version 27 for Windows. The Cronbach alpha was used to determine if the items used to test the reliability of the variables of store attributes were consistent. Findings: The findings of the study revealed that convenience, shopping enjoyment and price consciousness influence shopper apathy. The time spent was found to have a mediation effect on the influence that shopper motivation has on shopper apathy. Recommendations/value: The study recommended that retailers should identify shopper types and formulate appropriate strategies to motivate consumers to spend more time in retail stores. KM MAKHITHA T MBEDZI The effect of shopper motivation on shopping apathy: The moderating role of time spent in clothing retailers in South Africa
Journal of Contemporary Management, 2024
Purpose of the study: The purpose of this study was to determine the mediation effect of consumer... more Purpose of the study: The purpose of this study was to determine the mediation effect of consumer satisfaction on the relationship between clothing store attributes and loyalty among emerging market consumers in South Africa. Due to the competitive nature of the clothing retail industry, the main aim of retailers is to have consumers who are satisfied and loyal in order to guarantee longevity of business relations. Therefore, it is important for retailers to take into account store attributes in understanding consumer satisfaction and loyalty. It is even more important to understand the store attributes specifically influencing store patronage, satisfaction and loyalty of emerging market consumers since this is an attractive market in South Africa. Design/methodology/approach: A quantitative method was used to achieve the objectives of the study. Data were collected from emerging market consumers in Soweto, South Africa, by means of a survey. A convenience sampling method was used to identify participants, targeting 300 of them. Data were analysed using IBM SPSS AMOS, version 28, where path analysis was conducted to test the conceptual model developed for the study. Findings: The merchandise, store service, promotion and store atmosphere attributes were found to influence satisfaction, while satisfaction was proven to mediate the relationship between store attributes and store loyalty. The promotion attribute was found to have a stronger influence on satisfaction than other attributes, followed by store atmosphere, services and merchandise, respectively. Recommendations/value: Retailers should formulate an appropriate retail strategy targeting emerging market consumers. They could use the appropriate store attributes such as merchandise, store service, promotion and store atmosphere to lure and keep customers in their retail store. E MAHLANGU KM MAKHITHA The mediation effect of consumer satisfaction on the relationship between store attributes and loyalty among emerging market consumers in South Africa
Studies in Media and Communication, 2024
Engagement in online shopping by specific emerging-market consumers in South Africa is on the ris... more Engagement in online shopping by specific emerging-market consumers in South Africa is on the rise. Nevertheless, the online usage rate remains low. Online retailers need to understand the perceived risk factors influencing consumers' attitudes and intention in relation to online shopping for clothing products. To that end, an online survey was conducted among emerging-market consumers in Soweto, with 300 respondents being targeted and reached. Convenience sampling was adopted to collect data from the respondents. An independent research company collected data, and various statistical analyses were conducted. The findings revealed that perceived financial, convenience and security risks significantly influenced emerging-market consumers' attitude towards online shopping. None of the perceived risks were found to influence consumers' intention to shop online. The perceived financial, convenience and security risks were found to be mediated by attitude. The findings are significant for e-commerce merchants seeking to develop targeted online marketing strategies for emerging-market consumers.
South African Journal of Information Management, 2025
Background: Online shopping has revolutionised the way we buy products, providing
convenience and... more Background: Online shopping has revolutionised the way we buy products, providing
convenience and accessibility. However, one of the challenges of online shopping has been the
inability to physically try products before making a purchase. This limitation led to the emergence
of online augmented reality (AR) shopping, a technology-driven solution that has transformed
the online retail experience, especially for expensive products that require extensive search.
Despite the potential that AR technology has exhibited, the retail sector has not yet fully embraced
it and research on its impact on consumer behaviour is still in its early stages.
Objectives: The study sought to establish the driving factors influencing consumers’ adoption
of online AR shopping for high-involvement products.
Method: A quantitative method was used to analyse specific relationships between variables,
to address knowledge gaps in this context.
Results: According to the results, perceived usefulness, optimism and trialability are significant
driving factors that influence consumers’ adoption of AR shopping when purchasing highinvolvement
products.
Conclusion: Gaining a greater understanding of consumers’ perception of online AR in the
retail industry is critical for business success to create an enhanced and immersive retail
experience.
Contribution: These results make an important academic contribution by increasing the
theoretical understanding of consumer adoption. The findings of this study may assist
marketing practitioners in overcoming the challenges faced when migrating consumers from
purchasing high-involvement products at traditional brick-and-mortar stores to online
shopping platforms.
Keywords: augmented reality shopping; adoption; perceived ease of use; perceived usefulness;
optimism; innovativeness; trialability; social influence.
Acta Commercii - Independent Research Journal in the Management Sciences, 2021
Orientation: The advances in technology have resulted in an increasing number of people
choosing ... more Orientation: The advances in technology have resulted in an increasing number of people
choosing to shop online, globally. Despite the growing number of those shopping online and
online retailers, most customers continue to avoid shopping online. This could be because of risks
inherent in online shopping that have resulted in some consumers opting not to shop online.
Research purpose: The main aim of the research study is to identify the risks influencing
consumers’ attitude towards online purchases.
Motivation for the study: The study was driven by the need to determine the risks associated
with online shopping that influence whether consumers will shop online or not.
Research design, approach and method: A survey, using the non-probability convenience
sampling method, was used to reach respondents (207 consumers in South Africa who visited
two shopping malls) in Gauteng, South Africa. Data were collected from consumers at the two
shopping malls from March 2019 to April 2019. Structural equation modelling (SEM) was used
to test the conceptual model for the study.
Main findings: The results showed that product risk and privacy risk influence consumer
attitude in online shopping positively and that delivery risk does not to have a great influence
on attitude towards online shopping. The attitude towards online shopping was also found to
positively influence their intention to shop online.
Practical/managerial implications: The practical implications for this study would be that
retail owners and marketers would understand and manage product and privacy as risks that
inhibit consumers from shopping online. Retailers should formulate appropriate marketing
and retail strategies that address these risks to change consumers’ perceptions about online
shopping and reduce the level of risks related to online shopping.
Contribution/value-add: Marketing and retail strategies should include strategies on how
product risk and privacy risks will be managed and reduced to ensure they do not influence
consumer’s attitude against online shopping.
Journal of Business & Retail Management Research
The changing retail environment necessitates a need to manage supermarkets effectively by underst... more The changing retail environment necessitates a need to manage supermarkets effectively by understanding shopping motivations in order to attract shoppers and remain competitive. The purpose of this research was to determine the factors that motivate shoppers to visit and buy from certain branded supermarkets. In addition, to determine if there is any relationship between shoppers' demographics and shopping motivations. The survey reached 3494 shoppers online of whom 104 responded. The data were analysed using Statistical Package for Social Sciences (SPSS), version 24 for Windows. The findings of the study revealed that shoppers visit specific branded supermarkets for gratification shopping, value shopping, to search for good service and product quality, social shopping and brand hunting. In addition, the findings indicated that gratification shopping and shopping for good service and product quality are significantly affected by gender. Furthermore, the findings revealed there is a significant difference among age groups regarding gratification and social shopping. Moreover, the study found that there is a significant difference among monthly income groups regarding value shopping, social shopping and brand hunting. The findings of this study provide insights for both researchers and retailers to gain a better understanding of supermarket shopping motivations and the relationship between shoppers' demographics and shopping motivations.
African Journal for Physical, Health Education, Recreation and Dance, 2012
The importance of the mega sport events has been widely reported in literature and many authors h... more The importance of the mega sport events has been widely reported in literature and many authors have noted the economic benefits accruing to nations hosting such events. One of the major benefits of the 2010 FIFA World Cup was the international tourist's arrivals and their spending in South Africa. The main purpose of the study was to determine the craft business perceptions of product attributes, price, turnover and profits during the 2010 FIFA World Cup. The study targeted craft businesses, consisting of craft retailers as a population of interest. A survey was conducted among craft businesses, consisting of craft retailers and craft producers in Gauteng, South Africa. The study targeted 130 craft businesses. The results indicate that care and usage of craft products are unimportant compared to the aesthetic and uniqueness of product design in terms of the impact they make on craft retailers turnover and profits during the 2010 FIFA World Cup. Furthermore, the dual pricing ...
Journal of Contemporary Management, 2014
The development of the creative industries sector is a key strategy of the South African (SA) gov... more The development of the creative industries sector is a key strategy of the South African (SA) government for sustainable development and the creation of employment opportunities. This study investigated the constraints in entrepreneurial development among emerging and survivalist craft enterprises in SA. A survey was conducted among 220 craft enterprises. The findings revealed that craft enterprises face major challenges in terms of finance, technology adoption, training and development, quality assurance and new product development. Instead of relegating craft enterprises to the social welfare departments, it is necessary for the government and policy makers to incorporate such enterprises into the mission and operations of all departments of local governments. Local government and municipalities therefore need to work together in planning permanent trading areas within urban centres for craft enterprises. There is an urgent need to establish and formalise a national co-ordinating ...
The importance of green product strategies cannot be overemphasised. As consumers become green-co... more The importance of green product strategies cannot be overemphasised. As consumers become green-conscious and external forces such as the climate change force companies to be green responsible, companies have no choice but to adopt green product strategies. The climate change, drought and shortage of electricity are some issues affecting green marketing in South Africa (SA). However, not all consumers buy green products. The purpose of the chapter is, therefore, to determine factors influencing the adoption of green products by consumers in emerging markets of South Africa. Research has indicated that green product adoption practices in SA are still growing; therefore, an understanding of the factors influencing green products adoption in SA would enhance the marketing of green products.
Craft producers in South Africa face difficulties selling to formal craft retailers. This is due ... more Craft producers in South Africa face difficulties selling to formal craft retailers. This is due to the lack of understanding of what craft retailers consider as important when searching for suppliers. The study was conducted to determine the importance of various supplier selection criteria that craft retailers use to evaluate suppliers. Convenience sampling was adopted and self-administered questionnaires were completed by a total of 233 craft retailers. The findings revealed that craft retailers consider product quality as the most important supplier selection criteria when evaluating craft producers as suppliers. The MANOVA results further indicated that although the importance attached to supplier selection criteria differed for various types of craft retailers, such differences occur only for selected supplier criteria. An understanding of the supplier selection criteria used by craft retailers could enable informal craft producers to gain access to the formal market.
Un ni iv ve er rs si it ty y o of f P Pr re et to or ri ia a-i-DEDICATION This thesis is dedicate... more Un ni iv ve er rs si it ty y o of f P Pr re et to or ri ia a-i-DEDICATION This thesis is dedicated to my children, parents and family. Thanks for all your support. © © U Un ni iv ve er rs si it ty y o of f P Pr re et to or ri ia a The Department of Marketing Management and the Faculty of Economic and Management Sciences for granting me the postgraduate bursary. My Supervisor, Dr M Wiese and co-supervisor, Dr G Van Heerden for their dedication, support and for going an extra mile for me. Your commitment to this research project will earn you some rewards in future. The Cape Craft and Design Institute (CCDI) for distributing the questionnaire electronically to craft retailer in their database. Rina Owen, for her statistical support. Vaal University of Technology for financial assistance and for granting me a study leave. God almighty for bringing light where there was once darkness and for opening the way in the dessert. Nothing is impossible with you. © © U Un ni iv ve er rs si it ty y o of f P Pr re et to or ri ia a-iii-ABSTRACT AN INVESTIGATION INTO BUYER BEHAVIOUR OF CRAFT RETAILERS IN SOUTH AFRICA The SA government has identified the craft industry as a key focus area contributing to sustainable development, economic growth and employment opportunities. However the industry faces many challenges such as global competition and lack of resources. More importantly, craft producers in SA cannot access the craft retailer market successfully which limit their financial success. The purpose of this study is to investigate the buyer behaviour of craft retailers in SA. The specific focus of the study is to investigate the buying process followed by craft retailers, to determine the importance of supplier selection criteria used to evaluate suppliers, as well as to determine the sources of information that craft retailers use most often when searching for suppliers. A self-administered survey was conducted among craft retailers and a sample of 233 were realised. The descriptive statistics are reported as well as factor analysis, ANOVA and MANOVA results. Findings indicated that the buying process craft retailers go through are extensive and that certain stages are also more often used than others. No statistical significant differences were found between the types of craft retailers or the years of buying experience and the stages of the buying process. "Product quality" was considered the most important supplier selection criteria followed by "product is exciting and attractive" and "product styling and design". Statistical significant differences were found between different types of craft retailers and the importance they attach to selected supplier selection criteria but no significant differences were found for the years of buying experience. © © U Un ni iv ve er rs si it ty y o of f P Pr re et to or ri ia a-iv-The results also indicated that craft retailers consult certain information sources more often than others. Information sources were grouped into three factors after the factor analysis: internal and personal information, promotional information and print advertising. The statistical significant differences were found between the different types of craft retailers and their use of promotional information sources but no differences were evident for the other two sources, namely internal and personal and print advertising. The study resulted in a proposed marketing strategy for craft producers to enable them to market their craft products more effectively to crafts retailers.
Communicare; Journal for Communication Sciences in Southern Africa, 2014
Craft producers struggle to access the retail market because of their inability to communicate ef... more Craft producers struggle to access the retail market because of their inability to communicate effectively. Understanding craft retailers' buying behaviour, particularly with regard to the communication channels used, could potentially assist craft producers to create better awareness of their crafts. The purpose of this article is to investigate the communication channels used by formal craft retailers when searching for craft suppliers and craft products. A survey of formal craft retailers resulted in a total of 233 useable questionnaires. Principal-component factor analysis was used to identify the various types of communication channels while ANOVA analysis was applied to test the hypothesis. The results indicated that craft retailers differ in their use of certain communication channels and that they tend to use particular channels more often than others. The factor analysis identified three types of communication channels: internal and personal, promotional, and print adve...
Journal of Applied Business Research (JABR), 2015
The purpose of the study was to investigate the buyer behaviour of craft retailers in South Afric... more The purpose of the study was to investigate the buyer behaviour of craft retailers in South Africa (SA). Specifically, the study investigated the stages in the buying process craft retailers go through when buying crafts from the craft producers. Craft retailers play a dominant role in the craft industry value chain yet craft producers face difficulties selling to this market. Instead, they resort to selling directly to end consumers and not through craft retailers. An understanding of craft retailer and buyer behaviour is a necessity for craft producers who want to sell their products successfully through the craft retailers. A survey was conducted among 233 craft retailers in SA. A convenience sampling method was adopted for the study. The findings revealed that craft retailers go through homogenous buying stages. The stages in the buying process did not differ across different types of craft retailers. The stages also did not differ according to the years of buying experience of craft retailers. An understanding of buyer behaviour of craft retailers would be necessary for craft producers who want to target craft retailers, since they (craft producers) will be able to formulate appropriate and effective marketing strategies targeted at craft retailers. Craft retailers go through a lengthy process when buying crafts. Craft producers, therefore, need to understand the stages that craft retailers go through to ensure that the understanding is incorporated into their marketing strategy.
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Papers by Khathutshelo M E R C Y Makhitha
is still a large majority of consumers who are not buying online because of certain risks
associated with online shopping. This is despite the fact that internet adoption has increased
and is widely accessible by the majority of South African consumers.
Objectives: The purpose of this study was to determine the risk factors that influence
consumers’ attitude towards online shopping in SA. Furthermore, the study aimed to
determine whether demographic factors influence the risk factors of consumers’ attitude
towards online shopping in SA.
Method: A survey was conducted at two shopping malls in Gauteng, SA, targeting online
consumers. A convenience sampling method was used to reach the respondents.
Results: The study found that privacy and security risks have more influence on consumers’
attitude towards online shopping. Furthermore, the study found no moderating effect of
gender on the relationship between risks and attitude towards online shopping. Age was
found to have a moderating effect on the relationship between product, security and privacy
risks and attitude towards online shopping; however, not on the relationship between product
risk and attitude towards online shopping.
Conclusion: In conclusion, privacy and security risk factors have more influence on consumer
attitude towards online shopping. Gender was found to have no moderating effect on the
relationship between risk factors and attitude towards online shopping, whilst age had a
moderating influence on relationship between privacy and security, as well as product factors
and attitude towards online shopping. Marketers can address product concerns if they were to
succeed online and to draw more customers to shopping online.
Keywords: online shopping; consumer behaviour; demographic factors; perceived risk;
attitude; privacy and security risk; product risk; delivery risk.
convenience and accessibility. However, one of the challenges of online shopping has been the
inability to physically try products before making a purchase. This limitation led to the emergence
of online augmented reality (AR) shopping, a technology-driven solution that has transformed
the online retail experience, especially for expensive products that require extensive search.
Despite the potential that AR technology has exhibited, the retail sector has not yet fully embraced
it and research on its impact on consumer behaviour is still in its early stages.
Objectives: The study sought to establish the driving factors influencing consumers’ adoption
of online AR shopping for high-involvement products.
Method: A quantitative method was used to analyse specific relationships between variables,
to address knowledge gaps in this context.
Results: According to the results, perceived usefulness, optimism and trialability are significant
driving factors that influence consumers’ adoption of AR shopping when purchasing highinvolvement
products.
Conclusion: Gaining a greater understanding of consumers’ perception of online AR in the
retail industry is critical for business success to create an enhanced and immersive retail
experience.
Contribution: These results make an important academic contribution by increasing the
theoretical understanding of consumer adoption. The findings of this study may assist
marketing practitioners in overcoming the challenges faced when migrating consumers from
purchasing high-involvement products at traditional brick-and-mortar stores to online
shopping platforms.
Keywords: augmented reality shopping; adoption; perceived ease of use; perceived usefulness;
optimism; innovativeness; trialability; social influence.
choosing to shop online, globally. Despite the growing number of those shopping online and
online retailers, most customers continue to avoid shopping online. This could be because of risks
inherent in online shopping that have resulted in some consumers opting not to shop online.
Research purpose: The main aim of the research study is to identify the risks influencing
consumers’ attitude towards online purchases.
Motivation for the study: The study was driven by the need to determine the risks associated
with online shopping that influence whether consumers will shop online or not.
Research design, approach and method: A survey, using the non-probability convenience
sampling method, was used to reach respondents (207 consumers in South Africa who visited
two shopping malls) in Gauteng, South Africa. Data were collected from consumers at the two
shopping malls from March 2019 to April 2019. Structural equation modelling (SEM) was used
to test the conceptual model for the study.
Main findings: The results showed that product risk and privacy risk influence consumer
attitude in online shopping positively and that delivery risk does not to have a great influence
on attitude towards online shopping. The attitude towards online shopping was also found to
positively influence their intention to shop online.
Practical/managerial implications: The practical implications for this study would be that
retail owners and marketers would understand and manage product and privacy as risks that
inhibit consumers from shopping online. Retailers should formulate appropriate marketing
and retail strategies that address these risks to change consumers’ perceptions about online
shopping and reduce the level of risks related to online shopping.
Contribution/value-add: Marketing and retail strategies should include strategies on how
product risk and privacy risks will be managed and reduced to ensure they do not influence
consumer’s attitude against online shopping.
is still a large majority of consumers who are not buying online because of certain risks
associated with online shopping. This is despite the fact that internet adoption has increased
and is widely accessible by the majority of South African consumers.
Objectives: The purpose of this study was to determine the risk factors that influence
consumers’ attitude towards online shopping in SA. Furthermore, the study aimed to
determine whether demographic factors influence the risk factors of consumers’ attitude
towards online shopping in SA.
Method: A survey was conducted at two shopping malls in Gauteng, SA, targeting online
consumers. A convenience sampling method was used to reach the respondents.
Results: The study found that privacy and security risks have more influence on consumers’
attitude towards online shopping. Furthermore, the study found no moderating effect of
gender on the relationship between risks and attitude towards online shopping. Age was
found to have a moderating effect on the relationship between product, security and privacy
risks and attitude towards online shopping; however, not on the relationship between product
risk and attitude towards online shopping.
Conclusion: In conclusion, privacy and security risk factors have more influence on consumer
attitude towards online shopping. Gender was found to have no moderating effect on the
relationship between risk factors and attitude towards online shopping, whilst age had a
moderating influence on relationship between privacy and security, as well as product factors
and attitude towards online shopping. Marketers can address product concerns if they were to
succeed online and to draw more customers to shopping online.
Keywords: online shopping; consumer behaviour; demographic factors; perceived risk;
attitude; privacy and security risk; product risk; delivery risk.
convenience and accessibility. However, one of the challenges of online shopping has been the
inability to physically try products before making a purchase. This limitation led to the emergence
of online augmented reality (AR) shopping, a technology-driven solution that has transformed
the online retail experience, especially for expensive products that require extensive search.
Despite the potential that AR technology has exhibited, the retail sector has not yet fully embraced
it and research on its impact on consumer behaviour is still in its early stages.
Objectives: The study sought to establish the driving factors influencing consumers’ adoption
of online AR shopping for high-involvement products.
Method: A quantitative method was used to analyse specific relationships between variables,
to address knowledge gaps in this context.
Results: According to the results, perceived usefulness, optimism and trialability are significant
driving factors that influence consumers’ adoption of AR shopping when purchasing highinvolvement
products.
Conclusion: Gaining a greater understanding of consumers’ perception of online AR in the
retail industry is critical for business success to create an enhanced and immersive retail
experience.
Contribution: These results make an important academic contribution by increasing the
theoretical understanding of consumer adoption. The findings of this study may assist
marketing practitioners in overcoming the challenges faced when migrating consumers from
purchasing high-involvement products at traditional brick-and-mortar stores to online
shopping platforms.
Keywords: augmented reality shopping; adoption; perceived ease of use; perceived usefulness;
optimism; innovativeness; trialability; social influence.
choosing to shop online, globally. Despite the growing number of those shopping online and
online retailers, most customers continue to avoid shopping online. This could be because of risks
inherent in online shopping that have resulted in some consumers opting not to shop online.
Research purpose: The main aim of the research study is to identify the risks influencing
consumers’ attitude towards online purchases.
Motivation for the study: The study was driven by the need to determine the risks associated
with online shopping that influence whether consumers will shop online or not.
Research design, approach and method: A survey, using the non-probability convenience
sampling method, was used to reach respondents (207 consumers in South Africa who visited
two shopping malls) in Gauteng, South Africa. Data were collected from consumers at the two
shopping malls from March 2019 to April 2019. Structural equation modelling (SEM) was used
to test the conceptual model for the study.
Main findings: The results showed that product risk and privacy risk influence consumer
attitude in online shopping positively and that delivery risk does not to have a great influence
on attitude towards online shopping. The attitude towards online shopping was also found to
positively influence their intention to shop online.
Practical/managerial implications: The practical implications for this study would be that
retail owners and marketers would understand and manage product and privacy as risks that
inhibit consumers from shopping online. Retailers should formulate appropriate marketing
and retail strategies that address these risks to change consumers’ perceptions about online
shopping and reduce the level of risks related to online shopping.
Contribution/value-add: Marketing and retail strategies should include strategies on how
product risk and privacy risks will be managed and reduced to ensure they do not influence
consumer’s attitude against online shopping.