Demographical diversity influence on online shopping orientation and propensity to buy online
- Authors: Tapson, Megan Jacqueline
- Date: 2010
- Subjects: Teleshopping -- South Africa , Electronic commerce -- South Africa , Consumer behavior -- South Africa -- Cross-cultural studies , Ethnicity -- South Africa , Ethnic attitudes -- South Africa , Consumer behavior -- South Africa
- Language: English
- Type: Thesis , Masters , MSocSc
- Identifier: vital:1168 , http://hdl.handle.net/10962/d1002784 , Teleshopping -- South Africa , Electronic commerce -- South Africa , Consumer behavior -- South Africa -- Cross-cultural studies , Ethnicity -- South Africa , Ethnic attitudes -- South Africa , Consumer behavior -- South Africa
- Description: Online shopping is a growing phenomenon all over the world, and it has thus had an influence on the shopping process for many consumers (Brengman et al., 2005:79; Brown et al., 2003:1667; Kau et al., 2003:139). Consumers are now choosing to shop online due to changes in their lifestyles and demographic diversity (Kau et al., 2003:139). The purpose of this research was to examine the extent to which demographic diversity influenced online shopping orientation and propensity to buy online. The researcher first conducted an in-depth theoretical study of previous research into demographic diversity, online shopping orientation and propensity to buy online. Next, the researcher conducted an empirical survey questionnaire, in order to assess the opinions of students at the three selected Eastern Cape universities. Phinney's (1992:156) multi-group ethnic identity measure was administered in order to identify how respondents feel about their ethnicity and/or how they react to their own ethnic group. Kau et al.,'s (2003) online shopping orientation measure was used to help identify six relevant online shopping factors. The six online shopping factors where then used to describe six online shopping orientation types. The main findings of this research conducted at three Universities in the Eastern Cape can be summarised as follows: Ethnic Identity Profile: - Within this research it was found that respondents at all three universities in general had a strong ethnic identity to their specified ethnic group, according to the two ethnic identity factors namely; commitment and exploration. Online Shopping Orientation Profile: - Within this research it was found that the respondents at all three universities in general could be categorised in one of six online shopping orientation types according to six online shopping factors. The extent to which demographic diversity influences types of online shopping orientation: - From the research hypotheses it was concluded that a relationship exists between demographic diversity and types of online shopping orientations, whereby the gender, race and ethnicity of respondent is likely to influence the way consumers shop online, namely the consumers‟ online shopping orientation. The extent to which demographic diversity influences propensity to buy online: - From the research hypotheses it was concluded that a relationship exists between demographic diversity and propensity to buy online, whereby the gender of respondents is likely to influence whether consumers buy online in the future. - From the research hypotheses it was concluded that no relationship exists between demographic diversity and propensity to buy online, whereby the race and ethnicity of respondents is not likely to influence whether consumers buy online in the future. The extent to which types of online shopping orientation influence propensity to buy online: - The findings suggest that different online shopping orientations have different propensities to buy online in the future. Hence, marketers should be aware of the online shopping orientations more likely to buy online in the future and focus their marketing programs on them. They should also try new ways to attract the online shopping orientations that may not buy online, in the hopes of changing their opinions and perceptions of the Internet and online shopping. South Africa, in particular, consists of multi-racial and diverse ethnic origins, which has resulted in a demographically diverse South African nation. Therefore, marketers need to develop a better understanding of consumers‟ online shopping orientation (Donthu and Garcia, 1999:57; Jayawardhena and Foley, 2000:19; Kau et al., 2003:140). Understanding consumers' online shopping orientation will assist marketers in being able to market to specific consumers and meet the needs of consumers effectively (Kau et al., 2003:140). Since demographic diversity influences the online shopping orientations of consumers, major opportunities for marketers will be provided by accommodating for a demographically diverse South African nation.
- Full Text:
- Date Issued: 2010
- Authors: Tapson, Megan Jacqueline
- Date: 2010
- Subjects: Teleshopping -- South Africa , Electronic commerce -- South Africa , Consumer behavior -- South Africa -- Cross-cultural studies , Ethnicity -- South Africa , Ethnic attitudes -- South Africa , Consumer behavior -- South Africa
- Language: English
- Type: Thesis , Masters , MSocSc
- Identifier: vital:1168 , http://hdl.handle.net/10962/d1002784 , Teleshopping -- South Africa , Electronic commerce -- South Africa , Consumer behavior -- South Africa -- Cross-cultural studies , Ethnicity -- South Africa , Ethnic attitudes -- South Africa , Consumer behavior -- South Africa
- Description: Online shopping is a growing phenomenon all over the world, and it has thus had an influence on the shopping process for many consumers (Brengman et al., 2005:79; Brown et al., 2003:1667; Kau et al., 2003:139). Consumers are now choosing to shop online due to changes in their lifestyles and demographic diversity (Kau et al., 2003:139). The purpose of this research was to examine the extent to which demographic diversity influenced online shopping orientation and propensity to buy online. The researcher first conducted an in-depth theoretical study of previous research into demographic diversity, online shopping orientation and propensity to buy online. Next, the researcher conducted an empirical survey questionnaire, in order to assess the opinions of students at the three selected Eastern Cape universities. Phinney's (1992:156) multi-group ethnic identity measure was administered in order to identify how respondents feel about their ethnicity and/or how they react to their own ethnic group. Kau et al.,'s (2003) online shopping orientation measure was used to help identify six relevant online shopping factors. The six online shopping factors where then used to describe six online shopping orientation types. The main findings of this research conducted at three Universities in the Eastern Cape can be summarised as follows: Ethnic Identity Profile: - Within this research it was found that respondents at all three universities in general had a strong ethnic identity to their specified ethnic group, according to the two ethnic identity factors namely; commitment and exploration. Online Shopping Orientation Profile: - Within this research it was found that the respondents at all three universities in general could be categorised in one of six online shopping orientation types according to six online shopping factors. The extent to which demographic diversity influences types of online shopping orientation: - From the research hypotheses it was concluded that a relationship exists between demographic diversity and types of online shopping orientations, whereby the gender, race and ethnicity of respondent is likely to influence the way consumers shop online, namely the consumers‟ online shopping orientation. The extent to which demographic diversity influences propensity to buy online: - From the research hypotheses it was concluded that a relationship exists between demographic diversity and propensity to buy online, whereby the gender of respondents is likely to influence whether consumers buy online in the future. - From the research hypotheses it was concluded that no relationship exists between demographic diversity and propensity to buy online, whereby the race and ethnicity of respondents is not likely to influence whether consumers buy online in the future. The extent to which types of online shopping orientation influence propensity to buy online: - The findings suggest that different online shopping orientations have different propensities to buy online in the future. Hence, marketers should be aware of the online shopping orientations more likely to buy online in the future and focus their marketing programs on them. They should also try new ways to attract the online shopping orientations that may not buy online, in the hopes of changing their opinions and perceptions of the Internet and online shopping. South Africa, in particular, consists of multi-racial and diverse ethnic origins, which has resulted in a demographically diverse South African nation. Therefore, marketers need to develop a better understanding of consumers‟ online shopping orientation (Donthu and Garcia, 1999:57; Jayawardhena and Foley, 2000:19; Kau et al., 2003:140). Understanding consumers' online shopping orientation will assist marketers in being able to market to specific consumers and meet the needs of consumers effectively (Kau et al., 2003:140). Since demographic diversity influences the online shopping orientations of consumers, major opportunities for marketers will be provided by accommodating for a demographically diverse South African nation.
- Full Text:
- Date Issued: 2010
Ethnic nationalism and democratisation in South Africa : political implications for the rainbow nation
- Authors: Naidoo, Vinothan
- Date: 2000
- Subjects: Nationalism -- South Africa , Ethnicity -- South Africa , Democracy -- South Africa , South Africa -- Politics and government -- 1994-
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:2815 , http://hdl.handle.net/10962/d1003025 , Nationalism -- South Africa , Ethnicity -- South Africa , Democracy -- South Africa , South Africa -- Politics and government -- 1994-
- Description: Ethnic identities in South Africa have had a particularly contrived history, set within the constraints and motivations of population classification by race. A more democratic political environment emerged with the dismantling of apartheid, bringing with it a multitude of issues including the design and character of the country’s political institutions and framework. This thesis will address two principal questions. The first and primary one investigates what lies behind the initiation and development of ethnic bonds. The second concerns the political implications and management of ethnic expressions in a democratic South Africa. An analysis of Zulu ethnic nationalism will be undertaken, because it constituted the most prominent case of assertive communal interests during democratic transitional negotiations. This thesis argues that circumstantial and instrumental factors (based on conditions, and the actions of individuals and organizations respectively), have been predominately responsible for the initiation and formation of ethnic bonds, especially amongst those who identify with a Zulu identity. The “conditions” describe the increasingly segregationist direction in which successive South African government authorities were moving, especially after the 1948 election victory of the National Party and the subsequent introduction of apartheid. Secondly, the “actions” denote the motivations of both Zulu actors and governments in generating and elaborating an ethnic discourse where their desired interests could be more effectively supported and assured. It will also be argued that because of the instrumental and selective use of ethnicity, as well as the narrow interests being served by its popular and community-centred expressions, a developing South African democratic culture should seek to protect ethnic diversity rather than promote ethnic interests. To do so would be to deny the perpetuation of ethnic cleavages and the violence and instability perpetrated in its name in recent years. The “protection” of cultural diversity is consistent with a constitution that seeks non-discrimination among all South African identities. Finally, it is believed that an emphasis on the individual as individual, as well as member of a cultural group, will break from subordinating the individual to an ascribed racial and ethnic identity as in the past, and assist in reconstituting the state as equally reflective of all South Africans.
- Full Text:
- Date Issued: 2000
- Authors: Naidoo, Vinothan
- Date: 2000
- Subjects: Nationalism -- South Africa , Ethnicity -- South Africa , Democracy -- South Africa , South Africa -- Politics and government -- 1994-
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:2815 , http://hdl.handle.net/10962/d1003025 , Nationalism -- South Africa , Ethnicity -- South Africa , Democracy -- South Africa , South Africa -- Politics and government -- 1994-
- Description: Ethnic identities in South Africa have had a particularly contrived history, set within the constraints and motivations of population classification by race. A more democratic political environment emerged with the dismantling of apartheid, bringing with it a multitude of issues including the design and character of the country’s political institutions and framework. This thesis will address two principal questions. The first and primary one investigates what lies behind the initiation and development of ethnic bonds. The second concerns the political implications and management of ethnic expressions in a democratic South Africa. An analysis of Zulu ethnic nationalism will be undertaken, because it constituted the most prominent case of assertive communal interests during democratic transitional negotiations. This thesis argues that circumstantial and instrumental factors (based on conditions, and the actions of individuals and organizations respectively), have been predominately responsible for the initiation and formation of ethnic bonds, especially amongst those who identify with a Zulu identity. The “conditions” describe the increasingly segregationist direction in which successive South African government authorities were moving, especially after the 1948 election victory of the National Party and the subsequent introduction of apartheid. Secondly, the “actions” denote the motivations of both Zulu actors and governments in generating and elaborating an ethnic discourse where their desired interests could be more effectively supported and assured. It will also be argued that because of the instrumental and selective use of ethnicity, as well as the narrow interests being served by its popular and community-centred expressions, a developing South African democratic culture should seek to protect ethnic diversity rather than promote ethnic interests. To do so would be to deny the perpetuation of ethnic cleavages and the violence and instability perpetrated in its name in recent years. The “protection” of cultural diversity is consistent with a constitution that seeks non-discrimination among all South African identities. Finally, it is believed that an emphasis on the individual as individual, as well as member of a cultural group, will break from subordinating the individual to an ascribed racial and ethnic identity as in the past, and assist in reconstituting the state as equally reflective of all South Africans.
- Full Text:
- Date Issued: 2000
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