The Factors Influencing Customers to Conduct Online Shopping: South African Perspective

E-commerce has many advantages reflected in our life, as it makes the daily life of people convenient. This paper aims to investigate the factors influencing customers to conduct online shopping. The paper used the quantitative approach where questionnaires were used to gather information in the format of a survey. For e-commerce adoption factors, Diffusion of Innovation (DOI) model was used to assess participants’ perspectives when it comes to the adoption of e-commerce. More specifically, the paper proposed the framework for South African customers. The proposed framework was tested on a sample of South African residents. The final sample consisted of 235 respondents. The reliability of the questionnaire was thoroughly examined. Empirical data were analyzed using the linear regression. The results of the research revealed that privacy & security, customer trust, perceived service quality, IT knowledge and Relative advantage are significant factors in influencing customers to adopt e-commerce. On the other hand, privacy was found not to be the statistically significant impact on the adoption of e-commerce.