Digital consumer perspectives on data access in an emerging market
South African Journal of Information Management
| Field | Value | |
| Title | Digital consumer perspectives on data access in an emerging market | |
| Creator | Pillay, Semona Struweg, Ilse | |
| Description | Background: Various data access types influence online purchasing in South Africa, contributing to a digital divide. Literature on consumers’ perceptions of data access and its influence on online consumer decision-making is scant.Objectives: This study explores South African consumers’ perceptions of data access and its influence on online consumer decision-making.Method: Plowright’s Framework for Integrated Methodology (FraIM) guided the study’s methodological choices. Through purposive sampling, 25 participants who purchased online 6 months before data collection participated in four virtual focus group discussions. Tesch’s eight steps guided the data analysis procedure.Results: Access to data lies on a continuum from limited to sufficient data access, impacted by location, infrastructure, affordability, time spent online, data usage and device, and supporting factors. Limited data access impedes online consumer decision-making, whereas sufficient data access supports online consumer decision-making. With better data access, consumers can spend more time online deliberating risks by searching for information, reading reviews, comparing alternatives, tracking purchases and influencing other consumers to purchase online.Conclusion: A lack of data access impedes, while sufficient data access supports online consumer decision-making.Contribution: This study adds to the limited knowledge of data access and its implications for decision-making in South Africa. Using the FraIM in a marketing-related study provides novel methodological insights for future research. | |
| Publisher | AOSIS | |
| Date | 2023-07-04 | |
| Identifier | 10.4102/sajim.v25i1.1645 | |
| Source | South African Journal of Information Management; Vol 25, No 1 (2023); 9 pages 1560-683X 2078-1865 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajim.co.za/index.php/sajim/article/view/1645/2414
https://sajim.co.za/index.php/sajim/article/view/1645/2415
https://sajim.co.za/index.php/sajim/article/view/1645/2416
https://sajim.co.za/index.php/sajim/article/view/1645/2417
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