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Factors Contributing to Online or In-store Shopping among Academics from a Private Higher Education Institution in South Africa

Author

Listed:
  • Marlini Moodley

    (Department of Marketing, Management College of South Africa, South Africa.)

  • Sershan Naidoo

    (Department of Marketing, Management College of South Africa, South Africa.)

Abstract

The aim of the study was to determine the factors contributing to online or in-store shopping behaviour among academics from a private higher education institution in South Africa. In addition, the study examined types of products or services consumers are likely to purchase in-store and online and particular aspects relating to store atmosphere, as well as the challenges that were experienced using both modes of shopping. The study was conducted at a private higher education institution. A cross-sectional quantitative study was conducted among all the academics in the organisation. The study show that the majority of respondents belonged to generation X and Y and that they are more inclined to purchase from both in-store and online stores rather than a singular mode of shopping. However, there is an element of fear, anxiety and uncertainty that customers face when purchasing online. This is motivated by the Stimulus-Organism-Response (SOR) model. Factors that influence the overall purchasing decision for both online and in-store shopping include accessibility, convenience, delivery service, store aesthetics (atmosphere and ambience) and the availability of an assistant. Recommendations for retail marketing managers include the fact that they should consider a hybrid model of both in-store and online shopping. Moreover, invest in enhancing the store image of both physical stores as well as virtual online stores as the subtle atmospheric cues trigger impulse purchasing.

Suggested Citation

  • Marlini Moodley & Sershan Naidoo, 2023. "Factors Contributing to Online or In-store Shopping among Academics from a Private Higher Education Institution in South Africa," International Review of Management and Marketing, Econjournals, vol. 13(6), pages 19-28, November.
    • Handle: RePEc:eco:journ3:2023-06-3
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    References listed on IDEAS

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    More about this item

    Keywords

    Consumer Behaviour; Marketing Management; Online Shopping; In-Store Shopping; Management;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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