To bu(Y) or not to bu(Y): Perceived risk barriers to online shopping among South African generation Y consumers

In South Africa the adoption and growth of online shopping is relatively slow. The primary objective of this study was to investigate possible perceived risk barriers that might influence the online shopping behaviour of technologically enabled Generation Y South African consumers. Perceived risk wa...

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Autores principales:	Christian D. Pentz, Ronel du Preez, Liezel Swiegers
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	online shopping perceived risk high-involvement products low-involvement products south africa Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/38f40fe6dd534d7e97f61b3b1873c1a2
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spelling	oai:doaj.org-article:38f40fe6dd534d7e97f61b3b1873c1a22021-12-02T18:23:49ZTo bu(Y) or not to bu(Y): Perceived risk barriers to online shopping among South African generation Y consumers2331-197510.1080/23311975.2020.1827813https://doaj.org/article/38f40fe6dd534d7e97f61b3b1873c1a22020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1827813https://doaj.org/toc/2331-1975In South Africa the adoption and growth of online shopping is relatively slow. The primary objective of this study was to investigate possible perceived risk barriers that might influence the online shopping behaviour of technologically enabled Generation Y South African consumers. Perceived risk was investigated by means of an online questionnaire in the context of high-involvement products (clothing), and low-involvement products (books). Consideration was also given to experienced and inexperienced online consumers. Results indicate that, for experienced online shoppers, the dimensions of perceived risk that showed significant relationships with their online repurchase intention were psychological risk and social risk (both retailer reputation and social influences), for clothing and books. Time risk was furthermore significant for experienced consumers in terms of books. For inexperienced online shoppers, results showed that financial risk and social risk (retailer reputation), had a significant relationship with online purchase intention for clothing and books. In addition, an equal size multi group analysis between the experienced and inexperienced online consumers for books, indicated no significant differences in the relationship between all the perceived risk dimensions and purchase/repurchase intent. For clothing significant differences were found for the relationships between financial risk and psychological risk and purchase/repurchase intent. The insights gained from the findings can be used by South African online retailers to improve their understanding of technologically enabled consumers and develop more focused and effective marketing strategies to grow online shopping.Christian D. PentzRonel du PreezLiezel SwiegersTaylor & Francis Grouparticleonline shoppingperceived riskhigh-involvement productslow-involvement productssouth africaBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	online shopping perceived risk high-involvement products low-involvement products south africa Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	online shopping perceived risk high-involvement products low-involvement products south africa Business HF5001-6182 Management. Industrial management HD28-70 Christian D. Pentz Ronel du Preez Liezel Swiegers To bu(Y) or not to bu(Y): Perceived risk barriers to online shopping among South African generation Y consumers
description	In South Africa the adoption and growth of online shopping is relatively slow. The primary objective of this study was to investigate possible perceived risk barriers that might influence the online shopping behaviour of technologically enabled Generation Y South African consumers. Perceived risk was investigated by means of an online questionnaire in the context of high-involvement products (clothing), and low-involvement products (books). Consideration was also given to experienced and inexperienced online consumers. Results indicate that, for experienced online shoppers, the dimensions of perceived risk that showed significant relationships with their online repurchase intention were psychological risk and social risk (both retailer reputation and social influences), for clothing and books. Time risk was furthermore significant for experienced consumers in terms of books. For inexperienced online shoppers, results showed that financial risk and social risk (retailer reputation), had a significant relationship with online purchase intention for clothing and books. In addition, an equal size multi group analysis between the experienced and inexperienced online consumers for books, indicated no significant differences in the relationship between all the perceived risk dimensions and purchase/repurchase intent. For clothing significant differences were found for the relationships between financial risk and psychological risk and purchase/repurchase intent. The insights gained from the findings can be used by South African online retailers to improve their understanding of technologically enabled consumers and develop more focused and effective marketing strategies to grow online shopping.
format	article
author	Christian D. Pentz Ronel du Preez Liezel Swiegers
author_facet	Christian D. Pentz Ronel du Preez Liezel Swiegers
author_sort	Christian D. Pentz
title	To bu(Y) or not to bu(Y): Perceived risk barriers to online shopping among South African generation Y consumers
title_short	To bu(Y) or not to bu(Y): Perceived risk barriers to online shopping among South African generation Y consumers
title_full	To bu(Y) or not to bu(Y): Perceived risk barriers to online shopping among South African generation Y consumers
title_fullStr	To bu(Y) or not to bu(Y): Perceived risk barriers to online shopping among South African generation Y consumers
title_full_unstemmed	To bu(Y) or not to bu(Y): Perceived risk barriers to online shopping among South African generation Y consumers
title_sort	to bu(y) or not to bu(y): perceived risk barriers to online shopping among south african generation y consumers
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/38f40fe6dd534d7e97f61b3b1873c1a2
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To bu(Y) or not to bu(Y): Perceived risk barriers to online shopping among South African generation Y consumers

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