https://ir.unisa.ac.za/handle/10500/26592 2026-08-11T07:03:52Z https://ir.unisa.ac.za/handle/10500/32283 Developing a conceptual model for South African consumers adoption of augmented reality online shopping platforms for high-involvement products Ngobeni, Kate There is a dearth of research on augmented reality (AR), and marketing research has only recently shown some interest in the topic. Considering the potential that AR technology has exhibited, the retail sector has not fully embraced this technology, and research on its impact on consumer behaviour is still in the early stages. Empirical studies have documented a high rate of innovation failure, revealing that many innovations fail due to consumer resistance. Researchers have asserted that adoption of any new technology are based upon both driving and inhibiting factors that consumers experience, and prevailing research on consumer innovation and adoption has mainly focused on the motivations and driving factors associated with their adoption. Therefore, the main goal of the current research was to establish a conceptual model for adopting online AR shopping for high-involvement products. High involvement products are products that require considerable cognitive decision making and are linked to consumers' egos and self-image. To accomplish the main goal of the study, the research examined the factors that foster and hinder the intention to adopt online AR shopping for high-involvement products, as well as the association between these factors. Additionally, it explored how driving factors operate as a mediator between inhibitory factors and adoption intention, in an effort to inform the promotion of online AR shopping for high-involvement products. A positivist inquiry was used to quantitatively analyse specific relationships between variables, in order to address knowledge gaps in this context. Analysis using structural equation modelling was conducted to validate the relationships proposed in the conceptual model. Apart from Perceived ease of use, which was found to be adverse, the association between the driving variables and adoption intention was found to be positive. The association between the inhibiting factors and Adoption intention was found to be negative, with the exception of Risk barrier, which was shown to be positive. Regarding the relationship between the driving and inhibiting factors of adoption, the inhibiting factors had a negative effect on the driving factors, which meant they lessened the strength of the driving factors and consumers' intentions to adopt online AR shopping for high-involvement products. Unexpectedly, Discomfort was the only deterrent that had a favourable impact on Perceived usefulness. In terms of mediation, trialability partially mediated the association between Risk barrier and Adoption intention, Optimism partially mediated the association between Insecurity and Adoption intention, and Perceived usefulness fully mediated the association between Insecurity and Adoption intention. These results make an important academic contribution by increasing theoretical understanding of consumer adoption and resistance, as well as providing a valuable foundation for future research by indicating that scholars should consider both driving and inhibiting factors to more accurately and comprehensively explain adoption. Several notable discoveries were made in the study, which may be useful to online retailers, marketing practitioners, and academics. The ability to use technology to create enhanced marketing activities that meet the needs of consumers is critical for business success. The findings of this study may assist marketing practitioners in overcoming the challenges they are currently facing when transitioning consumers from traditional bricks-and-mortar stores to online shopping platforms and creating effective online shopping environments. This research will assist merchants in better segmenting the market to reach the targeted consumers with the right products and drive sales. Additionally, this study’s results may be useful to advertising experts who wish to gain a greater understanding of how consumers feel about online AR in the retail industry. Text and abstract in English 2023-02-01T00:00:00Z https://ir.unisa.ac.za/handle/10500/32184 Assessing consumer attitudes and behaviour towards green products in Namibia Mudimba, Douglas The global emphasis on sustainability and environmental responsibility is increasing, leading to a growing shift in consumer trends towards sustainable consumption and eco-conscious lifestyles. This study aimed to provide a more comprehensive understanding of consumers' intentions and behaviours regarding purchasing green products in Namibian retail supermarkets. It sought to assess consumer attitudes and behaviours towards green products in retail supermarkets in Windhoek, Namibia, specifically utilising the Theory of Planned Behaviour (TPB) and the Norm Activation Model (NAM) as integrated theoretical frameworks. Adopting a positivist research philosophy and a deductive approach, the study employed a quantitative research design using a survey strategy. Data were collected from a sample of 385 consumers aged 18 - 65 years in Windhoek, Namibia, using a convenience sampling technique via face-to-face mall-intercept structured questionnaires. Data were analysed using Structural Equation Modelling with SmartPLS 4, assessing measurement model reliability and validity. The findings indicate generally acceptable reliability and validity of the measurement model, although potential discriminant validity issues were observed between specific construct pairs, notably Personal Norms and Subjective Norms. The structural model analysis revealed that all hypothesised direct relationships were statistically significant. Awareness of Consequences positively influenced Attitude. Ascription of Responsibility positively influenced Personal Norms. Attitude positively influenced both Behavioural Intention and Purchase Behaviour. Behavioural Intention positively influenced Purchase Behaviour. Perceived Behavioural Control positively influenced both Behavioural Intention and Purchase Behaviour. Personal Norms positively influenced Behavioural Intention. Subjective Norms positively influenced Attitude, Behavioural Intention, and Purchase Behaviour. Significant mediating effects were also identified: Attitude mediated the relationship between Awareness of Consequences and Behavioural Intention, and between Awareness of Consequences and Purchase Behaviour. Personal Norms mediated the relationship between Ascription of Responsibility and Behavioural Intention. Attitude mediated the relationship between Subjective Norms and Behavioural Intention. Behavioural Intention mediated the relationships between Attitude and Purchase Behaviour, Perceived Behavioural Control and Purchase Behaviour, Personal Norms and Purchase Behaviour, and Subjective Norms and Purchase Behaviour. The model explained moderate variance in Behavioural Intention (42.8%) and Attitude (31.2%), and weaker but acceptable variance in Purchase Behaviour (26.7%) and Personal Norms (22.5%). Model fit indicators demonstrated a good fit between the integrated TPB-NAM model and the empirical data. This study contributes to the existing body of knowledge by providing valuable insights into green consumption in the under-researched Namibian context. The findings support the theoretical value of integrating TPB and NAM for understanding sustainable consumer behaviour, highlighting the interplay of cognitive, moral, and social factors. The significant influence of both normative and cognitive factors on purchase intentions and behaviour was demonstrated. The moderate R² for purchase behaviour also points to the widely acknowledged intention-behaviour gap in sustainable consumption and suggests the influence of unmeasured contextual factors. The study provides valuable insights for supermarkets on how to better understand and influence consumer behaviour towards green products, aligning with Namibia's sustainable development agenda. 2025-12-01T00:00:00Z https://ir.unisa.ac.za/handle/10500/31451 Redefining consumer decision making in a hyper-connected world : a South African context Kallier, Safura Mohamed This research aimed to determine the decision-making processes of the hyper-connected consumer in a world that is becoming increasingly hyper-connected, where consumers are ‘always on’ and connectivity is ubiquitous. The research followed a customer-centric approach in addressing the research objective and gaining greater insight into the behaviour of hyper-connected consumers in South Africa. In this way, the research study contributes to the academic literature on hyper-connected consumer and their decision-making. The research also provides academia, as well as business and industry, with greater insight into the profile of a hyper-connected consumer within South Africa and how hyper-connected consumers make decisions. A post-positivist philosophy with a quantitative research approach was adopted for the research. The empirical investigation was conducted in two parts in which web-based questionnaires were sent out to consumers around South Africa. Part 1 of the empirical investigation focused on identifying and extracting latent factors that influence the decision-making of the hyper-connected consumer. Six latent factors were identified; personal insights and influences, social influences, subjective knowledge, sources/channels of information, price ad financial considerations and personal and family needs. The six factors were used to propose a conceptual model of decision-making for the hyper-connected consumer. Part 2 of the empirical investigation confirmed the structural validity of the underlying latent factors identified in part 1. The structural validity and model validation of the conceptual model proposed in part 1 was also determined in part 2. Confirmatory factor analysis with structural equation modelling was conducted and the analysis of the results confirmed the underlying structures of the proposed model. However, the results identified covariances between the factors, indicating that the decision-making of the hyper-connected consumer is not a sequential linear process as proposed, but rather an iterative circular multi-directional interaction. An adapted capricious and ubiquitous model of decision-making for the hyper-connected consumer was thus proposed. The research identified hyper-connected consumers as individuals who are accustomed to the use of technology in their everyday lives and rely on technology to interact with the world around them and to make decisions. The results indicate that hyper-connected consumers do not follow a linear decision-making process, as such it is recommended that business and marketers align their marketing strategies to the unique decision-making of the hyper-connected consumer. It is recommended that business and marketers move their marketing channels towards hyper-connectivity, in a manner that allows hyper-connected consumers to connect anytime, anywhere and through any channel with the business. Text in English 2022-02-01T00:00:00Z https://ir.unisa.ac.za/handle/10500/31438 The effects of digital and physical service quality on customer loyalty in the South African retail banking industry Mvubu, Nomsa Barbara The researcher aimed to determine the effects of digital and physical service quality on customer loyalty in the South African retail banking industry. To measure the effects of service quality for the physical channel, the researcher used the SERVQUAL model, and the E-S-QUAL model were used to measure the digital channel service quality. A quantitative research approach was employed. Data were gathered using a self administered, structured questionnaire. Constructs were measured using a six-point Likert scale. A convenience sampling method was used for this study. A total of 384 valid responses from both male and female participants aged between 18 to 60 were collected using an online questionnaire. A descriptive and standard multiple regression directed on IBM Statistical Package for Social Sciences (SPSS) was used. This study established that customer loyalty and service quality are positively correlated and that both physical channel service quality and digital service quality influence customer loyalty. However, this study revealed that digital service quality has more impact on customer loyalty than physical channel service quality on customer loyalty. Bank managers are encouraged to find ways to constantly improve service quality, sustain their competitive edge and maintain customer loyalty. Bank managers can do this by creating an omnichannel customer experience. Practical and theoretical implications for the study are also provided Text in English 2023-12-12T00:00:00Z