oa Alternation - Factors that influence online shopping behaviour

Volume 12, Issue 1a
  • ISSN : 1023-1757



Online shopping has increased dramatically as marketers have taken advantage of opportunities presented by the Internet. However, in spite of significant potential benefits, many of these Internet efforts have failed. Nevertheless industry watchers advocate there is still hope for e-commerce in South Africa. Because the behaviour of consumers is intrinsic to the success or failure of an e-commerce website, the purpose of this study was therefore to establish, by means of quantitative analysis, the online buying behaviour of South African consumers.

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