Factors affecting the online buying behaviour of females: the case of South African online retailing industry

Abstract

This study addressed a research gap in the South African clothing retail industry, where limited research has focused on the factors influencing online consumer buying behaviour. Despite the rapid growth of e-commerce and the increasing significance of online shopping, understanding these factors remains essential for the industry's growth and success. The purpose of this research was to identify the key factors affecting the online buying behaviour of female consumers in South Africa's online clothing retail sector. Employing a quantitative research approach, a convenience sampling method was utilised to gather data via online questionnaires from female online clothing shoppers in Pretoria and Johannesburg, resulting in a usable sample of 121 respondents. Both descriptive and inferential statistics were employed to analyse the data. The study addressed two primary questions: Firstly, it examined the perceptions of female consumers toward online clothing shopping. The results revealed that female online shoppers in Gauteng generally held positive perceptions of online shopping, with varying degrees of consensus across various aspects of online buying behaviour. Age-related differences were also identified in these perceptions. Secondly, the study investigated the factors driving female online shoppers to purchase clothing online. It was found that online consumer attitude, trust, perceived risk, perceived benefits, and age significantly influenced online buying behaviour. Trust and perceived benefits positively affected online shopping behaviour, while perceived risk had a negative influence. Age, particularly being below 40, was associated with a greater inclination for online shopping. It was recommended that retailers should focus on building trust with their customers, emphasising the benefits of online shopping, and tailoring strategies to different age groups. These findings provide a foundation for enhancing the online clothing retail industry in South Africa, ultimately benefiting both businesses and consumers in this dynamic digital landscape.