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Factors Contributing to Online or In-store Shopping among Academics from a Private Higher Education Institution in South Africa

International review of management and marketing, 2023-11, Vol.13 (6), p.19-28 [Peer Reviewed Journal]

2023. This work is published under http://creativecommons.org/licenses/by-nc-nd/4.0/ (the “License”). Notwithstanding the ProQuest Terms and conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2146-4405 ;EISSN: 2146-4405 ;DOI: 10.32479/irmm.14732

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  • Title:
    Factors Contributing to Online or In-store Shopping among Academics from a Private Higher Education Institution in South Africa
  • Author: Moodley, Marlini ; Naidoo, Sershan
  • Subjects: Consumer Behaviour, Marketing Management, Online Shopping, In-Store Shopping, Management ; Higher education ; Purchasing ; Shopping
  • Is Part Of: International review of management and marketing, 2023-11, Vol.13 (6), p.19-28
  • Description: The aim of the study was to determine the factors contributing to online or in-store shopping behaviour among academics from a private higher education institution in South Africa. In addition, the study examined types of products or services consumers are likely to purchase in-store and online and particular aspects relating to store atmosphere, as well as the challenges that were experienced using both modes of shopping. The study was conducted at a private higher education institution. A cross-sectional quantitative study was conducted among all the academics in the organisation. The study show that the majority of respondents belonged to generation X and Y and that they are more inclined to purchase from both in-store and online stores rather than a singular mode of shopping. However, there is an element of fear, anxiety and uncertainty that customers face when purchasing online. This is motivated by the Stimulus-Organism-Response (SOR) model. Factors that influence the overall purchasing decision for both online and in-store shopping include accessibility, convenience, delivery service, store aesthetics (atmosphere and ambience) and the availability of an assistant. Recommendations for retail marketing managers include the fact that they should consider a hybrid model of both in-store and online shopping. Moreover, invest in enhancing the store image of both physical stores as well as virtual online stores as the subtle atmospheric cues trigger impulse purchasing.
  • Publisher: Mersin: EconJournals
  • Language: English
  • Identifier: ISSN: 2146-4405
    EISSN: 2146-4405
    DOI: 10.32479/irmm.14732
  • Source: Coronavirus Research Database
    ProQuest Central
    Directory of Open Access Journals: DOAJ
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