Abstract
Background: The retail industry globally provides online shopping services to offer consumers easy access to a variety of shopping services. Like retailers in other countries, the retail industry in South Africa offers online shopping services to its consumers. South African consumers in Limpopo province are still reliant on the traditional shopping method, despite the convenience, ease of access and the elimination of physical boundaries offered by online shopping.Objectives: This article investigated and discussed the factors which affect the acceptance and use of online shopping by consumers in Limpopo province.Method: A quantitative research approach was used in this research. Data were gathered using a paper-based questionnaire and were analysed using Statistical Package for Social Sciences (SPSS) software.Results: The perceived trialability was found to have significant influence on the acceptance and use of online shopping, whereas relative advantage, compatibility, complexity and external variables such as security and awareness were found not to be significant factors in the acceptance and use of online shopping in Limpopo province.Conclusion: The research revealed that the effectiveness of trialability increased the intention to accept and use online shopping. Retail consumers in Limpopo province did not accept and use online shopping because of the lack of experience and trust. Trialability will make it easy for retail consumers in Limpopo province to build confidence in online s hopping, thus consumers may in the future be willing to accept and use online shopping. Retail consumers were found to be willing to accept and use online shopping.
Highlights
The advent of the Internet era and the use of Electronic Commerce (e-Commerce) together brought about the rise of electronic business (e-Business) worldwide
Four key constructs of Diffusion of Innovation (DOI), relative advantage, compatibility, complexity and trialability, together with two external factors, awareness and security were critical in this study in an attempt to identify the factors that influence the acceptance and use of online shopping in Limpopo province
Majority of the participants (72.5%) indicated that they were aware of the service offered by online shopping; only 15.8% of the participants indicated their uncertainty, whilst only 11.7% of the participants disagreed with the statements
Summary
Majority of consumers in Limpopo Province are still using the traditional shopping method despite the availability of online technology that offers convenient shopping. Despite their increasing busy lifestyle and demanding jobs, consumers still regard traditional shopping as an integral part of their life. The aim of this study was to investigate the factors that may influence the acceptance and use of online shopping in Limpopo Province. The following question guided the research and was used to conceptualise the theoretical and practical framework for the problem stated above: Why are Limpopo province consumers not using online shopping platforms, despite the availability of online shopping infrastructure and the effort of retail vendors in promoting online shopping awareness?
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