Consumer buying behaviour in online fashion retail : a study of South African millennial males

Ryke, Lieze (2019-04)

Thesis (MCom)--Stellenbosch University, 2019.

Thesis

ENGLISH SUMMARY : The Internet has expanded into a dynamic network where consumers can continuously connect with people, products and services at any time within a global spectrum. This growth has empowered consumers to connect with and search for products and services in the convenience of their own home or preferred environment. As the Internet phenomenon caused dramatic changes in the fashion industry resulting in new business opportunities for retailers, the motivations of consumers to repurchase a product or service were bound to change. Millennial consumers in particular form a technologically advanced consumer group with tremendous spending power; nevertheless, limited knowledge is available about the online shopping behaviour of millennial male consumers from a South African perspective. This study aimed to explore the potential relationship between a number of motivational factors and the repurchasing intent of South African male millennials buying fashion apparel online. The objective was to investigate the relationship between online shopping factors, namely system quality, information quality and security quality and the repurchase intention of South African millennial men in online fashion apparel shopping. The research assessed the relationship between the three qualities of Internet shopping websites and the utilitarian and hedonic values of Internet shopping. The correlation between the perceived levels of Internet shopping value, customer satisfaction and repurchase intention was also considered. Data were collected using a non-interactive, self-administered questionnaire distributed by e-mail to millennial males registered on the database of the South African online fashion retailer, Spree. The non-probability sampling technique realised 349 responses. The findings of the study suggested there was a significant relationship between information quality, service quality and system quality with utilitarian and hedonic shopping values. The results further indicated that utilitarian and hedonic shopping values were critical factors affecting customer satisfaction but only hedonic shopping value reflected a significant direct relationship with repurchase intent. However, use of a specific sample and a specific industry category meant results could not be generalised to the entire online retail market in South Africa. In the future, researchers could include other generations and industries to enable generalisation.

AFRIKAANSE OPSOMMING : Die Internet het uitgebrei tot ʼn dinamiese netwerk waar verbruikers deurlopend met ander mense, goedere en dienste wêreldwyd in verbinding kan wees. Die breë internet netwerk het verbruikers bemagtig om produkte en dienste in die gemak van hul eie huis na te vors of aan te koop. Die Internet as fenomeen het ook dramatiese veranderinge in die mode industrie veroorsaak en nuwe besigheidsmoontlikhede vir kleinhandelaars geskep. Dié veranderinge sou dus ook verbruikers se motivering om produkte of dienste aan te koop verander. Min is egter bekend oor die gedragspatroon van die manlike millennium verbruiker se aanlyn mode aankope vanuit ʼn Suid Afrikaanse perspektief. Die oogmerk van die studie was om ʼn aantal motiverende faktore wat die herkoop van mode artikels van die Suid Afrikaanse manlike millennium moontlik kan beïnvloed, te ondersoek. Die doel was om die verhouding tussen drie motiveerders wat aanlyn herkoop kan beïnvloed, te ondersoek. Die drie motiveerders is geïdentifiseer as die kwaliteit van die webstelsel, die inligtingskwaliteit en die veiligheidskwaliteit van die webwerf. Die navorsingstudie het verder die verhouding tussen die drie waardes of eienskappe van die handelaar se Internet webwerf en die utilitêre en hedonistiese inkopie waardes ondersoek. Die korrelasie tussen die waarneembare vlakke van die Internet koopwaarde, kliënte bevrediging en die kliënte se voorneme tot herkoop is ook in aanmerking geneem. Data is ingesamel deur ʼn Engelse nie-interaktiewe geadministreerde versendingsvraelys aan millennium mans geregistreer op die databasis van ʼn aanlyn mode kleinhandelaar, Spree, te stuur. Die nie-waarskynlike steekproeftrekking het 349 bruikbare vraelyste verskaf. Die resultate van die navorsingstudie dui daarop dat die inligtingskwaliteit en die dienskwaliteit van die webwerf en die kwaliteit van die webstelsel wel utilitêre en hedonistiese koopwaardes tot ʼn sekere mate beïnvloed. Die bevindinge het verder aangedui dat utilitêre en hedonistiese koopwaardes albei van deurslaggewende belang is vir verbruikersbevrediging, maar dat slegs hedonistiese waarde direk die herkoop van ʼn verbruiker positief sal motiveer. Die gebruik van ʼn spesifieke teikenpopulasie en ʼn spesifieke industrie het egter tot gevolg dat die bevindinge nie veralgemeen kon word ten opsigte van alle kliënte en die totale aanlyn kleinhandelmark in Suid Afrika nie. Navorsers kan dit oorweeg om in die toekoms ook ander generasies en industrieë in hul navorsing te betrek en sodoende veralgemening te vergemaklik.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/105741
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