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Determinants of online food purchase for South African consumers
Thesis (PhD)--Stellenbosch University, 2025.
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Stellenbosch : Stellenbosch University
2025
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| _version_ | 1867614104782372864 |
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| access_status_str | Open Access |
| author | Engel, Wendy Elaine |
| author2 | Terblanche-Smit, Marlize |
| author_browse | Engel, Wendy Elaine Terblanche-Smit, Marlize |
| author_facet | Terblanche-Smit, Marlize Engel, Wendy Elaine |
| author_sort | Engel, Wendy Elaine |
| collection | Thesis |
| dc_rights_str_mv | Stellenbosch University |
| description |
Thesis (PhD)--Stellenbosch University, 2025. |
| format | Thesis |
| id | oai:scholar.sun.ac.za:10019.1/132200 |
| institution | Stellenbosch University (South Africa) |
| last_indexed | 2026-06-10T12:46:44.579Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from SUNScholar — Stellenbosch University Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Stellenbosch : Stellenbosch University |
| publisherStr | Stellenbosch : Stellenbosch University |
| record_format | dspace |
| source_str | SUNScholar — Stellenbosch University Repository |
| spelling | oai:scholar.sun.ac.za:10019.1/132200 Determinants of online food purchase for South African consumers Engel, Wendy Elaine Terblanche-Smit, Marlize Stellenbosch University. Faculty of Economic and Management Sciences. University of Stellenbosch Business School. Consumer behavior -- South Africa Electronic commerce -- South Africa Internet marketing -- South Africa UCTD Thesis (PhD)--Stellenbosch University, 2025. Engel, W. E. 2025. Determinants of Online Food Purchase For South African Consumers. Unpublished doctoral dissertation. Stellenbosch: Stellenbosch University [online]. Available: https://scholar.sun.ac.za/items/e34a7fe2-2bc2-4559-a6a2-374cda3af797 ENGLISH SUMMARY: There has been a paucity of previous empirical online food research which has studied consumer purchase behaviour from the cost concept to analyse consumers’ online behaviour. Studies have been done in psychology, marketing, and organisational behaviour, applying transaction cost economics to research transaction costs that influence the managers’ decision-making process at an organisational level. The perspective of transaction costs is increasingly relevant in influencing the daily decision of consumers to select a food shopping channel. Limited research has focused on understanding transaction costs at the individual consumer level and how these transaction costs affect online food consumer behaviour. This study expands transaction costs from traditional shopping to online shopping and focuses on online food specifically. This study put forward and empirically tested an integrated transaction cost model using data from South African online food shopping consumers to explain the influence of the transaction cost economy theory dimensions of frequency, environmental uncertainty, behavioural uncertainty, and asset specificity on consumer transaction costs for online food, integrating the role of convenience as a moderator in the relationship between consumer transaction costs and consumer satisfaction, and examining the relationship between online consumer satisfaction and loyalty. The research was carried out in South Africa, in which online food has been experiencing growth. The cultural and institutional situation in South Africa is unique when compared to other emerging countries, although existing online food consumer behaviour research based on South Africa is limited with many studies focused on Western samples. Data for this study was collected using a survey distributed to alumni of Stellenbosch University business school. Hypotheses were tested using structural equation modelling. Results of this study show that the transaction cost dimensions of frequency, environmental uncertainty, and behavioural uncertainty significantly influenced transaction costs in line with prior online food consumer studies. Frequency and behavioural uncertainty have a positive influence on transaction costs. Environmental uncertainty has a negative influence on transaction costs. Convenience is found not to moderate the effect of transaction costs on consumer satisfaction. The results of this study highlight that transaction costs negatively influence consumer satisfaction suggesting that minimising transaction costs may lead to increased consumer satisfaction. Consumer satisfaction positively influences consumer loyalty which implies that the fulfilment of consumer satisfaction with real purchases leads to increased purchases by the consumer from the same online food retailer in the future. The results indicated that online food retailers need to create marketing and online retail strategies that communicate that online food shopping minimises the cost of food shopping including saving time and money. This study responded to the appeal of improving the understanding of online consumer behaviour focused on the perspective of transaction costs. The researcher trusts this study provided additional empirical insights and contributions to the ongoing discussion of cost challenges facing both theorists and practitioners in the online food shopping discipline. AFRIKAANSE OPSOMMING: Min vorige empiriese navorsing het verbruikers se aanlyn kos koopgedrag vanuit die koste-konsep bestudeer en ontleed. Studies is gedoen in sielkunde, bemarking en organisatoriese gedrag, wat transaksiekostekonomie toegepas het om transaksiekoste wat bestuurders se besluitnemingsproses op 'n organisatoriese vlak beinvloed, te ondersoek. Die perspektief van transaksiekoste is al hoe meer relevant in verbruikers se daaglike keuse van ‘n kos inkopie kanaal. Beperkte navorsing is gefokus op die verstaan van transaksiekoste op die individuele verbruikervlak en hoe hierdie transaksiekoste aanlyn voedselverbruikersgedrag beinvloed. Hierdie studie is ‘n uitbreiding van transaksiekoste van traditionele aankope na aanlyn aankope met ’n spesifieke focus op aanlyn kos inkopies. Die navorsing is in Suid-Afrika gedoen, ‘n land met ‘n unike kulturele en institutionele konteks in vergelyking met ander ontluikende lande en binne ‘n kontaks waar aanlyn kos (inkopies) groei. Bestaande navorsing op die gedrag van aanlyn kos verbruikers in Suid-Afrika is beperk, met meeste studies gebaseer op Westerse monsters. Die data vir die studie is gebaseer op ‘n opname wat versprei is onder alumni van die besigheidskool van Stellensbosch Universiteit en die hipothese is getoets deur ‘n strukturele vergelykende model. Hierdie studie het 'n geintegreerde transaksiekostemodel voorgestel en empiries getoets, wat gebruik maak van data van Suid-Afrikaanse aanlyn voedselwinkelverbruikers, om die invloed van die transaksiekostekonomie-teorie se dimensies van frekwensie, omgewings-onsekereidheid, gedrags-onsekereidheid en bate-spesifisiteit op verbruikerstransaksiekoste vir aanlynvoedsel te verduidelik; die rol van gerief as 'n moderator in die verhouding tussen verbruikerstransaksiekoste en verbruikerstevredenheid te integreer, en die verhouding tussen aanlynverbruikerstevredenheid en lojaliteit te ondersoek. Die studie resulte toon dat die transaksiekoste-dimensies van frekwensie, omgewingsonsekerheid en gedragsonsekerheid transaksiekoste beduidend beinvloed in lyn met vorige aanlyn kosverbruikersstudies. Frekwensie en gedragsonsekerheid het onderskeidelik 'n positiewe en negatiewe invloed op omgewingsonsekerheid. Daar is gevind dat gerief nie die effek van transaksiekoste op verbruikersbevrediging modereer nie. Die resultate van hierdie studie beklemtoon dat transaksiekoste 'n negatiewe invloed op verbruikersbevrediging het, wat daarop dui dat die vermindering van transaksiekoste tot verhoogde verbruikersbevrediging kan lei. Verbruikersbevrediging beinvloed verbruikerslojaliteit positief, wat impliseer dat die vervulling van verbruikersbevrediging met werklike aankope tot verhoogde aankope deur die verbruiker van dieselfde aanlyn koshandelaar in die toekoms lei. Die resultate dui aan dat aanlyn koshandelaars bemarkings- en aanlyn kleinhandelstrategiee moet ontwikkel wat kommunikeer dat aanlyn kos inkopies die koste van kos inkopies verminder, wat tyd en geld insluit. Hierdie studie is ‘n respons op die beroep om die begrip van aanlyn verbruikersgedrag, gefokus op die perspektief van transaksiekoste, te verbeter. Die navorser vertrou dat hierdie studie bykomende empiriese insigte en bydraes lewer tot die voortgesette bespreking van koste uitdagings wat beide teoretici en praktisyns in die aanlyn kos inkopies dissipline in die gesig staar. Doctoral 2025-05-29T11:19:26Z 2025-05-29T11:19:26Z 2025-03 Thesis https://scholar.sun.ac.za/handle/10019.1/132200 Stellenbosch University xix, 198 pages : illustrations, includes annexures application/pdf Stellenbosch : Stellenbosch University |
| spellingShingle | Consumer behavior -- South Africa Electronic commerce -- South Africa Internet marketing -- South Africa UCTD Engel, Wendy Elaine Determinants of online food purchase for South African consumers |
| title | Determinants of online food purchase for South African consumers |
| title_full | Determinants of online food purchase for South African consumers |
| title_fullStr | Determinants of online food purchase for South African consumers |
| title_full_unstemmed | Determinants of online food purchase for South African consumers |
| title_short | Determinants of online food purchase for South African consumers |
| title_sort | determinants of online food purchase for south african consumers |
| topic | Consumer behavior -- South Africa Electronic commerce -- South Africa Internet marketing -- South Africa UCTD |
| url | https://scholar.sun.ac.za/handle/10019.1/132200 |
| work_keys_str_mv | AT engelwendyelaine determinantsofonlinefoodpurchaseforsouthafricanconsumers |