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

South African Journal of Information Management


 
 
Field Value
 
Title The influence of demographic factors on perceived risks affecting attitude towards online shopping
 
Creator Makhitha, Khathutshelo M. Ngobeni, Kate
 
Subject Business; marketing; retail online shopping; consumer behaviour; demographic factors; perceived risk; attitude; privacy and security risk; product risk; delivery risk.
Description 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.
 
Publisher AOSIS
 
Contributor None
Date 2021-02-22
 
Type info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion — Survey
Format text/html application/epub+zip text/xml application/pdf
Identifier 10.4102/sajim.v23i1.1283
 
Source SA Journal of Information Management; Vol 23, No 1 (2021); 9 pages 1560-683X 2078-1865
 
Language eng
 
Relation https://sajim.co.za/index.php/sajim/article/view/1283/1877 https://sajim.co.za/index.php/sajim/article/view/1283/1876 https://sajim.co.za/index.php/sajim/article/view/1283/1878 https://sajim.co.za/index.php/sajim/article/view/1283/1875
 
Coverage Gauteng — 18-65, male and female, all available at time of data collection
Rights Copyright (c) 2021 Khathutshelo M. Makhitha, Kate Ngobeni https://creativecommons.org/licenses/by/4.0