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Perceptions of value consumption of digital business platforms by informal sector Traders in South Africa
This research project is a quantitative enquiry focused specifically on the value consumption of digital business platforms (DBP's) in relation to how informal sector traders (IST's) are using them to buy, sell and market their product and services in their daily trade functions. This study has adop...
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| Format: | Thesis |
| Language: | English |
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Graduate School of Business (GSB)
2023
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| _version_ | 1867614473367322624 |
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| access_status_str | Open Access |
| author | Makholwa, Clement |
| author2 | Reyneke, Mignon |
| author_browse | Makholwa, Clement Reyneke, Mignon |
| author_facet | Reyneke, Mignon Makholwa, Clement |
| author_sort | Makholwa, Clement |
| collection | Thesis |
| description | This research project is a quantitative enquiry focused specifically on the value consumption of digital business platforms (DBP's) in relation to how informal sector traders (IST's) are using them to buy, sell and market their product and services in their daily trade functions. This study has adopted the approach of classifying the social media platforms, internet banking platforms and mobile payments platforms, as a single collective and defined under the banner of Digital Business Platforms. The advantage to this approach, is that it provides a multi-dimensional view of the perceived value-axis based on positive and negative experiences of using a variety of digital platforms including messaging, payments, and banking applications on their mobile phones in their daily trading functions. This study examines the positive experiences of perceived value (PV), collectively in the form of social value (SV), emotional value (EV) and functional value (FV). On the opposite end of the value spectrum, are the negative experiences of perceived risk in the form of price risk (PR) and technical barriers (TB) for the same group of informal sector traders. Understanding the relational impacts of these positive and negative experiences of value consumption, may lead to an understanding of their influence in the perceived usefulness (PU) and the perceived ease of use (PEoU) of DBP's. The results of these relationships will shed some light towards the behavioural intention (BI) to adopt DBP's and their actual usage in the long term. The analysis yielded the following results: for positive experiences, emotional value had the least impact on both perceived ease of use and usefulness and functional value was higher than social value. This means that IST's place more value on the utility of DBP's, than the emotional and social values. Regarding the negative experiences, price risk had the most significant impact on the willingness to adopt DBP's by ISTs. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/38007 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:52:36.199Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | Graduate School of Business (GSB) |
| publisherStr | Graduate School of Business (GSB) |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/38007 Perceptions of value consumption of digital business platforms by informal sector Traders in South Africa Makholwa, Clement Reyneke, Mignon Digital Business Platforms Digital Transformation Informal Sector Traders Digital Innovation Perceived Value Consumption This research project is a quantitative enquiry focused specifically on the value consumption of digital business platforms (DBP's) in relation to how informal sector traders (IST's) are using them to buy, sell and market their product and services in their daily trade functions. This study has adopted the approach of classifying the social media platforms, internet banking platforms and mobile payments platforms, as a single collective and defined under the banner of Digital Business Platforms. The advantage to this approach, is that it provides a multi-dimensional view of the perceived value-axis based on positive and negative experiences of using a variety of digital platforms including messaging, payments, and banking applications on their mobile phones in their daily trading functions. This study examines the positive experiences of perceived value (PV), collectively in the form of social value (SV), emotional value (EV) and functional value (FV). On the opposite end of the value spectrum, are the negative experiences of perceived risk in the form of price risk (PR) and technical barriers (TB) for the same group of informal sector traders. Understanding the relational impacts of these positive and negative experiences of value consumption, may lead to an understanding of their influence in the perceived usefulness (PU) and the perceived ease of use (PEoU) of DBP's. The results of these relationships will shed some light towards the behavioural intention (BI) to adopt DBP's and their actual usage in the long term. The analysis yielded the following results: for positive experiences, emotional value had the least impact on both perceived ease of use and usefulness and functional value was higher than social value. This means that IST's place more value on the utility of DBP's, than the emotional and social values. Regarding the negative experiences, price risk had the most significant impact on the willingness to adopt DBP's by ISTs. 2023-07-03T09:24:05Z 2023-07-03T09:24:05Z 2023 2023-07-03T09:23:24Z Master Thesis Masters MPhil http://hdl.handle.net/11427/38007 eng application/pdf Graduate School of Business (GSB) Faculty of Commerce |
| spellingShingle | Digital Business Platforms Digital Transformation Informal Sector Traders Digital Innovation Perceived Value Consumption Makholwa, Clement Perceptions of value consumption of digital business platforms by informal sector Traders in South Africa |
| thesis_degree_str | Master's |
| title | Perceptions of value consumption of digital business platforms by informal sector Traders in South Africa |
| title_full | Perceptions of value consumption of digital business platforms by informal sector Traders in South Africa |
| title_fullStr | Perceptions of value consumption of digital business platforms by informal sector Traders in South Africa |
| title_full_unstemmed | Perceptions of value consumption of digital business platforms by informal sector Traders in South Africa |
| title_short | Perceptions of value consumption of digital business platforms by informal sector Traders in South Africa |
| title_sort | perceptions of value consumption of digital business platforms by informal sector traders in south africa |
| topic | Digital Business Platforms Digital Transformation Informal Sector Traders Digital Innovation Perceived Value Consumption |
| url | http://hdl.handle.net/11427/38007 |
| work_keys_str_mv | AT makholwaclement perceptionsofvalueconsumptionofdigitalbusinessplatformsbyinformalsectortradersinsouthafrica |