Online shopping behaviour and service quality perceptions of young people in South Africa: A COVID-19 perspective

Journal of Transport and Supply Chain Management

Field Value
Title Online shopping behaviour and service quality perceptions of young people in South Africa: A COVID-19 perspective
Creator Heyns, Gert J. Kilbourn, Peter J.
Subject — COVID-19; consumer behaviour; online shopping behaviour; young consumers; last-mile logistics; last-mile delivery; order fulfilment
Description Background: The coronavirus disease 2019 (COVID-19) pandemic had a significant impact on business operations and consumer behaviour across the world. The South African online retail environment also encountered different opportunities and last-mile logistics challenges. However, the impact of the COVID-19 pandemic on online consumer behaviour has received limited attention. Furthermore, limited studies exist which have measured the online buying behaviour of young people, an important online market segment.Objectives: The primary purpose of this study was to determine whether the onset of the COVID-19 pandemic significantly influenced the online shopping behaviour of young people and to provide online retailers and consumer behaviour theorists with a better appreciation of young consumers’ online purchasing needs, which will assist them in developing and effecting appropriate last-mile logistics strategies.Methods: A quantitative research design was used, and empirical data were collected from two non-probability sampling surveys conducted in 2019 (before the COVID-19 pandemic) and in 2020 (during the COVID-19 pandemic) of 461 young people in the Johannesburg area. A self-administered online questionnaire was used to collect the research data.Results: The results indicate that online shopping behaviour either did not change or increased because of the COVID-19 pandemic for most respondents. Young online consumers consider order fulfilment aspects to be more important than the tangible considerations of online retailers.Conclusion: This research study provides a distinct perspective of young people’s perceptions of online shopping and makes a meaningful contribution by identifying the important fulfilment-related service quality expectations of young online customers in South Africa.
Publisher AOSIS
Date 2022-08-31
Type info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion — Quantitative; Survey
Format text/html application/epub+zip text/xml application/pdf
Identifier 10.4102/jtscm.v16i0.777
Source Journal of Transport and Supply Chain Management; Vol 16 (2022); 13 pages 1995-5235 2310-8789
Language eng
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Coverage South Africa — Age
Rights Copyright (c) 2022 Gert J. Heyns, Peter J. Kilbourn