IDEAS home Printed from https://ideas.repec.org/a/taf/rajsxx/v9y2017i1p43-54.html
   My bibliography  Save this article

Key factors influencing the online buying decision when purchasing products in specific product categories

Author

Listed:
  • Sharon Rudansky-Kloppers

Abstract

Online shopping in South Africa is at least five years behind that in developed countries and online retailers need to adapt their online presence and offerings in order to elevate their position over competitors. This study explores the key factors influencing the online buying decision when purchasing products in specific product categories in the Gauteng province in South Africa. Questionnaires were completed by 111 respondents and descriptive and inferential statistical methods were used to analyse the results. The online product categories investigated included gifts, books, education products/services, entertainment, air tickets, software/games, electronics, clothes and CDs/DVDs/Videos. It emerged that certain factors were key influencers when buying specific products. Important factors for electronics, for instance are online information and negative experience with shopping offline. The findings of the research can assist online retailers to make the online buying process easier and to increase the preference for online buying of their products in South Africa.

Suggested Citation

  • Sharon Rudansky-Kloppers, 2017. "Key factors influencing the online buying decision when purchasing products in specific product categories," African Journal of Science, Technology, Innovation and Development, Taylor & Francis Journals, vol. 9(1), pages 43-54, January.
    • Handle: RePEc:taf:rajsxx:v:9:y:2017:i:1:p:43-54
    DOI: 10.1080/20421338.2016.1258026
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/20421338.2016.1258026
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/20421338.2016.1258026?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rajsxx:v:9:y:2017:i:1:p:43-54. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rajs .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.