Beyond Price – An Exploration into the Factors That Drive Young Adults to Purchase Online

Justin Beneke, Marie-Kristin Scheffer, Wei Du


Bargain buys are often touted as the primary reason for shopping online, particularly in a country such has South
African where disposable income is lower than that seen in developed countries. This study, however, digs
deeper in order to explore the underlying factors that draw customers to acquire items online. The research also
determines what items are frequently purchased and what marketers can do in order to optimize the experience
for such shoppers. The research finds that tickets (airline, movie, etc) are the most popular items, followed by
books, CDs and then electronic content and gadgets. The study also finds that experience of shopping online and
familiarity with local e-tailers assist in lowering perceived risk. Other aspects such as increased convenience
factors, web site quality and personal innovativeness also play a role in encouraging consumers to shop online. A
gender divide was found to exist whereby male shoppers were more prone to transacting online than female
shoppers. The mode of connection, on the other hand, was not found to be a significant influence. Finally, the
study makes recommendations with respect to practical means through which marketers can further stimulate
online sales in South Africa.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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