Beyond Price – An Exploration into the Factors That Drive Young Adults to Purchase Online

Abstract

Bargain buys are often touted as the primary reason for shopping online, particularly in a country such has SouthAfrican where disposable income is lower than that seen in developed countries. This study, however, digsdeeper in order to explore the underlying factors that draw customers to acquire items online. The research alsodetermines what items are frequently purchased and what marketers can do in order to optimize the experiencefor such shoppers. The research finds that tickets (airline, movie, etc) are the most popular items, followed bybooks, CDs and then electronic content and gadgets. The study also finds that experience of shopping online andfamiliarity with local e-tailers assist in lowering perceived risk. Other aspects such as increased conveniencefactors, web site quality and personal innovativeness also play a role in encouraging consumers to shop online. Agender divide was found to exist whereby male shoppers were more prone to transacting online than femaleshoppers. The mode of connection, on the other hand, was not found to be a significant influence. Finally, thestudy makes recommendations with respect to practical means through which marketers can further stimulateonline sales in South Africa.

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