CONSUMER PERCEPTIONS AND TECHNOLOGICAL INFLUENCES IN SOUTH AFRICAN ONLINE RETAIL: TRUST, CONVENIENCE, AND BARRIERS

Abstract

The rapid growth of e-commerce has transformed the retail landscape, necessitating an in-depth understanding of consumer perceptions, attitudes, and purchasing decisions. Guided by the Theory of Reasoned Action and Theory of Planned Behaviour, this study investigates the convenience, concerns, and technological influences shaping online shopping experiences to explore consumers’ preferences and behaviours in an emerging market context. A quantitative online survey approach, involving 124 respondents primarily consisting of young adults and women, was employed to collect quantifiable data about online shopping preferences. The sample reflects the increasing role of e-commerce in everyday life, though its demographic skew suggests a need for broader studies. Findings indicate that convenience is the primary driver of online purchases, despite persistent concerns over data security and product authenticity verification. Consumers highly value the variety of products available online, yet perceptions differ regarding delivery times and pricing competitiveness. Trust, security, and reliability are pivotal in fostering confidence in online transactions, requiring consumers to feel assured about payment safety and the protection of personal information. To enhance customer confidence and satisfaction, it is recommended that e-commerce platforms invest in robust data security measures, improve targeted advertising strategies, and implement effective customer feedback mechanisms. This study contributes to the literature by elucidating how technological advancements, such as AI-driven personalisation and mobile shopping applications, have transformed e-commerce from a perceived unsafe alternative to a convenient, personalised experience that meets diverse consumer needs, addressing gaps in emerging market e-commerce research.