An investigation into the effects that internet user experience, payment reliability and delivery reliability have on e-Commerce use in South Africa

Abstract

This research investigates the extent of retail e-commerce use in South Africa with respect to the reliability of payments and the delivery system. This is aligned to the consumer’s internet experience. The Technology Acceptance Model and e-Service Quality Model provide a framework for this research. This investigation has focussed on the use of e-commerce through various distribution channels, such as services (e-Tickets or flights), delivered goods, downloaded media and auction sites. This quantitative research was conducted through a survey of internet users (within LSM 9 and 10) and the findings compared the respondents’ internet experience with their use of e-commerce. It was found that e-commerce adoption is related to the years of internet use and degree of internet utilisation. Furthermore, the amount spent by consumers through the internet increases with more frequent e-commerce use. The findings also reveal that a high proportion of respondents were tentative, to some degree, about online payments. In addition, the delivery of items through the postal services was considered to be unreliable, compared to courier services that were perceived to be reliable. These factors align with previous research and have an influence over the acceptance and growth of e-commerce in South Africa. Copyright