Start Date
26-8-2021 12:00 AM
End Date
27-8-2021 12:00 AM
Description
The unexpected outbreak of the COVID pandemic has affected many people and businesses in different ways. As consumers no longer felt safe going to shopping centres they considered online shopping. In South Africa, the online retail market is in its infancy and this presents an opportunity for businesses to capitalise on the current climate. This study investigated the significance of constructs associated with online consumer purchase intention (PI) in South Africa (SA) in a Covid-19 environment. A combination of the Technology Acceptance Model(TAM)and Unified Theory of Acceptance and Use of Technlogy-2(UTAUT2)model were used as a basis for the study including COVID-19 as a situational factor. A sample of 368 South African consumers participated in the study through an online survey. The results of this quantitative study revealed that the most significant constructs in determining consumers’ online retail PI in the current environment in SA are Covid-19 and Perceived ease of use(PEOU). The moderation impact of Covid-19 was significant on risk, trust, Perceived Usefulness(PU), PEOU, and Price Value(PV). The implications of this study provide many opportunities for businesses to focus on becoming agile and innovative to drive their online sales.
The significance of key constructs on consumer purchase intention in online retail in a Covid-19 climate
The unexpected outbreak of the COVID pandemic has affected many people and businesses in different ways. As consumers no longer felt safe going to shopping centres they considered online shopping. In South Africa, the online retail market is in its infancy and this presents an opportunity for businesses to capitalise on the current climate. This study investigated the significance of constructs associated with online consumer purchase intention (PI) in South Africa (SA) in a Covid-19 environment. A combination of the Technology Acceptance Model(TAM)and Unified Theory of Acceptance and Use of Technlogy-2(UTAUT2)model were used as a basis for the study including COVID-19 as a situational factor. A sample of 368 South African consumers participated in the study through an online survey. The results of this quantitative study revealed that the most significant constructs in determining consumers’ online retail PI in the current environment in SA are Covid-19 and Perceived ease of use(PEOU). The moderation impact of Covid-19 was significant on risk, trust, Perceived Usefulness(PU), PEOU, and Price Value(PV). The implications of this study provide many opportunities for businesses to focus on becoming agile and innovative to drive their online sales.
