Original Research

The influence of demographic factors on perceived risks affecting attitude towards online shopping

Khathutshelo M. Makhitha, Kate Ngobeni
SA Journal of Information Management | Vol 23, No 1 | a1283 | DOI: https://doi.org/10.4102/sajim.v23i1.1283 | © 2021 Khathutshelo M. Makhitha, Kate Ngobeni | This work is licensed under CC Attribution 4.0
Submitted: 06 July 2020 | Published: 22 February 2021

About the author(s)

Khathutshelo M. Makhitha, Department of Marketing and Retail Management, College of Economics and Managements Sciences, University of South Africa, Pretoria, South Africa
Kate Ngobeni, Department of Marketing and Retail Management, College of Economics and Managements Sciences, University of South Africa, Pretoria, South Africa


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Abstract

Background: Online shopping adoption has been rising in South Africa (SA). However, there is still a large majority of consumers who are not buying online because of certain risks associated with online shopping. This is despite the fact that internet adoption has increased and is widely accessible by the majority of South African consumers.

Objectives: The purpose of this study was to determine the risk factors that influence consumers’ attitude towards online shopping in SA. Furthermore, the study aimed to determine whether demographic factors influence the risk factors of consumers’ attitude towards online shopping in SA.

Method: A survey was conducted at two shopping malls in Gauteng, SA, targeting online consumers. A convenience sampling method was used to reach the respondents.

Results: The study found that privacy and security risks have more influence on consumers’ attitude towards online shopping. Furthermore, the study found no moderating effect of gender on the relationship between risks and attitude towards online shopping. Age was found to have a moderating effect on the relationship between product, security and privacy risks and attitude towards online shopping; however, not on the relationship between product risk and attitude towards online shopping.

Conclusion: In conclusion, privacy and security risk factors have more influence on consumer attitude towards online shopping. Gender was found to have no moderating effect on the relationship between risk factors and attitude towards online shopping, whilst age had a moderating influence on relationship between privacy and security, as well as product factors and attitude towards online shopping. Marketers can address product concerns if they were to succeed online and to draw more customers to shopping online.


Keywords

online shopping; consumer behaviour; demographic factors; perceived risk; attitude; privacy and security risk; product risk; delivery risk.

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