Factors influencing the choice to shop online : a psychological study in a South African context

Abstract

As the Internet and opportunities for online shopping are growing at a very fast pace worldwide, investigating this phenomenon within a South African context is crucial considering that it is a relatively new trend in the country. Typical of new trends and phenomena is the absence of research and the resultant lack of existing literature about the topic. Few studies have examined the factors and reasons that entice South Africans to utilise this modern shopping channel, and even fewer have used an in-depth, qualitative approach. To assist in filling this void, this study examines people’s reasons for taking up or not taking up online shopping, from a South African perspective. A snowball sampling method was used to identify participants fitting the predetermined sample criteria and in-depth qualitative interviews were conducted with all participants. Findings are presented by means of themes identified during the data analysis. These indicated that saving time, the convenience of products being increasingly available and accessible, and being able to make price comparisons easily were the main advantages of online shopping. The main disadvantages were not being able to touch and feel products, and the absence of a salesperson.