The Influence of Utilitarian and Hedonic Consumption Values on Consumer Attitude Towards Online Shopping and Purchasing Intentions

Motivation: Online shopping is increasingly becoming a global phenomenon. In marketing literature, utilitarian and hedonic values are well-known consumption values that explain consumer behaviour and consumer decision-making. The purpose of this study is to determine the influence of utilitarian and hedonic consumption values on consumer attitude towards online shopping that, in turn, influences online purchasing intentions. In doing so, the study aims to deepen the understanding of consumer behaviour in an online environment, which marketing practitioners may find useful as the phenomenon of online shopping gains momentum in the 4th industrial revolution. Methodology and Methods: This study followed a descriptive research design, and a quantitative research method. Data (sample, n = 215) was collected using a self-administrated questionnaire from consumers with diverse socio-economic backgrounds through Survey Monkey. The well-known utilitarian and hedonic scales were adapted to suit the online shopping context, and utilised to collect empirical data for the study. Descriptive statistics, correlation analysis and structural equation modelling were applied to address the research objectives, and to test the hypothesised research model. Data and Empirical Analysis: The study found that four attributes/values, namely wider selection, efficiency, convenience and cost saving are determinants of consumers’ utilitarian motivation towards online shopping, while another set of four attributes/values, viz. adventure/explore, gratification, social and idea constituted consumers’ hedonic motivation towards online shopping were found. Furthermore, the study found that utilitarian and hedonic motivations are determinants of consumer attitude towards online shopping, while, in turn, consumer attitude was found to be a predictor of online purchasing intentions. Novelty: The study contributes to the literature on the contemporary online shopping phenomenon. Conducted in an emerging economy (South Africa), it provides a deeper understanding of, and an insight into how consumers behave and make decisions in an online environment. Policy Consideration: At a practical level, the paper has devised a tool (framework) for marketing practitioners to utilise in influencing consumer attitude towards online shopping and purchasing intentions, and ultimately conclude a sale through online transaction

FEASIBILITY OF MONETARY UNION IN THE SADC AND THE EAC:ANALYSIS OF MACROECONOMIC CONVERGENCE CRITERIA

In August 2003, the Association of African Central Bank Governors announcedthat it would strive to establish a single currency and common central bank by2021. Many regional trading blocs and economic communities in Africa areworking towards this objective. For example, the Southern African DevelopmentCommunity (SADC) and the East African Community (EAC) are in the process ofintroducing monetary union in their respective regions which will be implementedin the near future. Such a decision is set to have wide-ranging economicramifications if a favourable economic environment does not exist on the ground.The purpose of this paper is to analyse and assess the progress towards monetaryunion in the SADC and EAC, using the macroeconomic convergence criteria ofthe two economic regions in the envisaged time frame. This study used annualdata, from 1995 to 2015, to analyse the economic feasibility of monetary union inthe two African economic regions. Descriptive statistical analysis was employedto assess the attainment of the macroeconomic convergence criteria. Based on thefinding, it is concluded that monetary union in both SADC and EAC is notfeasible, at least in the envisaged timeframe. There is lot to be done in a moreconsistent and convincing fashionfor a sustained period of time before theimplementation of monetary union

Perceptions of Service Quality and Satisfaction of High Performance Programmes (HPP): A Case Study of a Comprehensive University in South Africa

Sport is a multi-billion dollar industry that has become an important marketingtool toattracta higher calibre of students to universities.Studentsdo not onlyconsider the educational value a university can offer but alsowhat it can offer interms of advancing their sporting achievements and their sporting careers. Highperformance programmes (HPP) which includesuperior facilities, highqualitycoaching and management staff, educational subsidies, body/health conditioningfacilities as well as supportive staff for the purpose of driving and maintaining ahigh calibre of development are required to assist students in meeting theirsporting aspirations. The aim of this study was to gain constructive insightsregarding perceptions ofservice quality and satisfaction of the different memberassociates of the High Performance Programmes (HPP) of Rugby, Hockey,Soccer, Netball, Athletics, Rowing and Cricket at a comprehensive university inSouth Africa (SA). Aconcurrent mixed method approachwas used to collectdata.Ko and Pastore’s (2005) Scale of Service Quality in Recreational Sports(SSQRS)was used to collect the quantitative data from one hundred and nineteen(n=119) first team players. Qualitative data was collected throughsemi-structuredinterviews with the respective sport managers(n=7)and team captains(n=7)within each sport programme.Quantitative data was analysed usingthestatistical package for the social sciences (SPSS), whereas the qualitative data were analysed using the Atlas.tisoftware package. The results from the studyrevealedthat the service quality of theHPPranged from moderate to highindicating thatsome dimensions requiredattention.The study provided usefulinsights regarding service quality which couldassistthemanagement of the HPPsin developing effective strategies to maintain and improve the quality of theirservices