An exploratory, qualitative study on the factors which influence South African millennials to shop online, using an in-depth interview

Abstract

The Internet has increased the popularity of online retailing (Bucko, Kakalejcik & Ferencová, 2018). However, online shopping in South Africa has still experienced slower growth than the rest of the world (Goga, Paelo & Nyamwena, 2019). A key challenge faced by consumers is the choice between clicks-and-mortar and bricks-and-mortar stores. The current study aims to contribute to the understanding of shopping behaviour by South African millennials (Generation Y). The focus of the study was to explore the factors which influence technologically enabled South African millennials towards online purchases; whilst considering the characteristics which dissuade millennials from online retailers. Three in-depth interviews were conducted, in a semi structured manner. This data collection method was chosen as the unstructured nature of the interview tool allowed the interviewer to use open-ended questions to understand the participant’s views and experiences (Niuwenhuis, 2007). The study found that when online shopping, South African millennials were influenced by the convenient nature of online shopping, the emotions of satisfaction brought on by the purchasing experience; as well as the credibility of brands. It was also revealed that Covid-19 influenced online shopping behaviour. The results also showed that certain items still need an in-store perspective when purchasing; and that perceived risk plays a significant role in the purchasing choice of millennials; who value trust and societal influences.