The key factors that influence the attitude and behaviour of young South African female consumers towards online clothes shopping: a Superbalist case study

Abstract

As the Internet and online shopping is growing at a very fast pace worldwide, investigating this phenomenon within a South African context is vital considering that today it is a relatively “new” trend in this country as the rate of growth has been slow compared to worldwide. To assist in answering ‘why?’ South Africans have be slow to adopt, implement and utilise the online retail sector, this research dissertation explored the factors that influence young South African female consumers to participate, or not, in online shopping. The researcher focused predominantly on apparel purchases done through the internet or online branded stores by young female consumers.

The research employed a qualitative approach where online surveys and in-depth interviews were conducted. Convenience, purposive and snowball sampling methods were used to identify respondents and participants that suited the pre-determined sample criteria. Findings are presented through constructions created by the researcher from common themes and patterns identified in participants’ responses during the data analysis process. The findings revealed that saving time and effort, the convenience of products being available and accessible, and being able to make price comparisons easily are the main motivations (advantages) for online clothes shopping. The main limitations of online clothes shopping that cause hesitation in young female consumers to shop online was not being able to touch and feel clothing, and the delivery time of clothing, the use of personal information on the internet and the fear of fraudulent online activities. However, when participants do decide to purchase clothing from an online branded store, customer reviews, personal recommendations and discount factors are considered utmost important during the consumer’s decision-making process. Findings of the research are further discussed in detail, along with recommendations for online retailers and future research. Although this research was small-scale and the findings cannot be generalised, it provides insights as to how online apparel brands can develop better marketing strategies that influence customers’ attitude towards online shopping and online experience. This can ultimately increase online business, thus contributing to the growth of e-commerce in South Africa.