ISSN: 1550-7521

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Research Article Open Access

Factors influencing the online clothing shopping intention of emerging township consumers in South Africa: The mediation effect of attitude


Over the past two decades, online shopping has grown in prominence. Despite its popularity, however, the adoption by emerging South African consumers of online shopping lags behind that of other regions in the world. Very little research has been conducted in the area of online shopping adoption in developing countries, including South Africa, and in particular research into the underlying factors that potentially influence online shopping adoption, particularly among emerging township consumers, who make up the largest consumer group in South Africa, is scant. To reduce this particular knowledge gap, the study was conducted with the aim of determining the underlying factors that influence the adoption by emerging township consumers of online shopping in South Africa. To achieve this objective, respondents in Soweto, South Africa, were invited to participate in an online survey; the convenience non-probability sampling method was adopted, and 300 respondents were sampled for data. The findings revealed convenience to have the greatest influence on consumer attitude in the context of online purchasing. None of the factors had an influence on shopper intention to shop online. The intention of consumers was also influenced by their attitude toward online purchasing. Consumer attitudes mediate the relationship between convenience and online shopping intention as well as usefulness and online shopping intention. The findings are valuable for online retailers seeking to direct their offerings towards township market consumers and could be incorporated into their online retail and marketing strategies.

K. Mercy Makhitha* , Ms. Kate Ngobeni

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