Omni-channel shopping experiences–to share or not to share?

DATA AVAILABILITY STATEMENT : The data that support the findings of this study are available from the corresponding author, upon reasonable request.This study proposes an extended Stimulus-Organism-Response framework that investigates perceived seamlessness and product information as drivers of omni-channel shopping satisfaction, as well as the resulting consumer response outcomes. There is a specific focus on consumption and experience-sharing behaviour and on the moderating role of social media attractiveness. An online self-administered questionnaire resulted in 433 responses from South African shoppers. The hypotheses were tested using structural equation modelling and a multi-group CFA approach. Interestingly, information visibility was the strongest predictor of satisfaction. Furthermore, convenience of sharing was confirmed as a mediator, while social media attractiveness acted as moderator in the relationship between satisfaction and experience sharing. The research contributes to the fast-growing trend of omni-channel retailing, especially from a consumer perspective. While research typically focuses on consumption-sharing behaviour, this study adopted a dual-sharing perspective by investigating not only customer influence as a type of consumption behaviour sharing, but also experience sharing behaviour. The applicability of an extended S-O-R framework is confirmed in an emerging market context while providing practical insights for retailers.https://www.tandfonline.com/journals/OABMhj2024Marketing ManagementNon

Shopping on social networks : is this the storefront of the future?

Consumers are moving towards social networking technologies as an alternative channel for shopping. This research extended the technology acceptance model (TAM) to investigate the factors that predict Facebook users' behavioural intentions towards the adoption of Facebook shopping, as well as the moderating role of trust. A convenience sample of 384 South African Facebook users completed the online survey. Confirmatory factor analysis (CFA) and structural equation modelling (SEM) were used to test the hypotheses. The results revealed that perceived enjoyment and perceived usefulness were the most important predictors of shopping on Facebook, while privacy risk and social norms did not significantly influence intent to shop. Although the moderating role of trust could not be confirmed it seems as if consumers are more positive about shopping on Facebook than general online shopping. The implications offered will assist in the formulation of effective marketing strategies to drive the up-take of shopping on Facebook.http://www.inderscience.com/jhome.php?jcode=IJBIS2022-02-22hj2021Marketing Managemen

A higher education marketing perspective on choice factors and information sources considered by South African first year university students

The South African higher education sector is currently facing many challenges. Factors such as a decrease in government funding, mergers and student unrest compel higher education institutions to apply effective strategies for funding and recruitment of quality students. Higher education institutions are forced to focus on restructuring and repositioning themselves, build a strong brand, communicate their image and to sustain their position in order to ensure a competitive advantage. In order to be locally relevant and globally competitive, higher education institutions need to become more marketing-oriented. In a restricted financial environment, higher education institutions will have to assess and reassess marketing strategies aimed at attracting quality first year students. A proper assessment of the importance of the choice factors students consider when selecting a higher education institution as well as the usefulness of the information sources they consider, will enable institutions to allocate funds, time and resources more efficiently and effectively. A quantitative study with a self-administrated questionnaire was used to allow students to complete the questionnaire during class lectures. Non-probability convenience sampling was used and a sample of 1241 students responded from six higher education institutions: the University of Pretoria, Tshwane University of Technology, University of Johannesburg, University of the Free State, University of Kwa–Zulu Natal and the North-West University. The sample consisted of 64 percent females and 36 percent male students. The ethnic orientation distribution was as follows: 46 percent Caucasian, 41 percent Black African, 9 percent Indian, 3 percent Coloured and 1 percent students of other ethnic groups. The main goal of this study was to investigate the relevant importance of the choice factors, as well as the usefulness of the information sources, that first year Economic and Management Sciences students at selected higher education institutions in South Africa considered when they decided to enrol at a specific higher education institution. The findings indicated that some choice factors were more important to students than others, as well as the fact that students from different gender groups, ethnic groups, language groups and institutions differed in the importance they attached to the choice factors. The top ten choice factors respondents regarded as important in the selection of a higher education institution are: quality of teaching, employment prospects (possible job opportunities), campus safety and security, academic facilities (libraries and laboratories), international links (study and job opportunities), language policy, image of higher education institution, flexible study mode (evening classes and use of computers), academic reputation (prestige), and a wide choice of subjects/courses. The findings also revealed that information sources directly from a higher education institution, such as open days and campus visits, university publications and websites are the most useful to students, while information from mass media such as radio, television, magazines and newspaper advertisements are not as useful. The findings give marketing educators an indication of the importance of choice factors considered by prospective students in selecting a higher education institution, and enable higher education institutions to use their limited funds more efficiently to attract quality students, create a unique position and gain a competitive advantage. Based on the usefulness of information sources and the importance of choice factors considered, student focused marketing communication can be developed. This should aid students to make more informed decisions about the higher education institution they wish to attend. The study also add to existing theory in the fields of services marketing, higher education marketing and consumer behaviour, especially the field of outlet selection, as the institution can be viewed as the outlet for buying education. Information obtained from this study also contributes to the available research and literature on this topic and could be used by other researchers as a basis for future research.Thesis (PhD)--University of Pretoria, 2008.Marketing ManagementPhDUnrestricte

Ensuring satisfied, committed shoppers – store variety or entertainment?

In the competitive retail environment, attracting and retaining shoppers is imperative for the success of shopping malls. Therefore, creating satisfi ed, committed shoppers is essential for mall survival. The study aims to determine the extent to which store variety and entertainment contribute to shopper satisfaction; to identify which variable most strongly predicts shopper commitment, as well as to investigate these variables in a gendered context. Two hundred shoppers completed selfadministered questionnaires during a mall intercept study. The results, using multiple regression and discriminate analysis, identifi ed store variety as the most important predictor of shopper satisfaction; while shopper satisfaction, in turn, was the most powerful discriminator of mall commitment. MANOVA testing revealed support for the blurred-gender role argument. Mall managers and developers should ensure a tenant mix that would provide variety, but also entertainment, regardless of the gender of their shoppers, to ensure shopper satisfaction that would ultimately lead to commitment.http://www.unisa.ac.za/Default.asp?Cmd=ViewContent&ContentID=257842017-08-30am2016Marketing Managemen

Dynamite in small packages: the Engaged Elite as an Facebook emerging niche market

Social networking sites, such as Facebook, have gained immense popularity as communication platform. Generation Y’ers have a strong need to engage and connect – both digitally, and in person. This paper examines the Facebook behaviour of Generation Y by means of a self-administered, campus-intercept survey of 383 university students. The purpose of this paper is to determine whether various clusters of Generation Y Facebook-users could be identified on the basis of their Facebook behaviour and usage. All multi-item constructs were subjected to an exploratory-factor analysis and a two-Step Cluster analysis. Three clusters, labeled ‘Engaged Elite’, ‘Neutral Masses’ and ‘Facebook Floaters’ were revealed. The results indicate that Facebook remains a feasible communication channel to initiate and engage in a number of marketing activities. However, the focus should not be on ‘pushing’ content and information, but rather on engaging the users – and to facilitate sharing between users across their networks

Black middle class township shoppers : a shopper typology

Due to an increase in spending power amongst Black middle class, this growing segment has become a lucrative investment opportunity for many retailers in South Africa and most emerging markets. The purpose of this study is to segment township consumers according to their demographics, life stage, attitudes towards township shopping centres and Living Standards Measure, to understand shopping patterns of township consumers. A survey among Soweto Black middle class township respondents was conducted, and maximum likelihood factor analysis was used to identify attitudes towards township mall factors. The study revealed five factors namely: entertainment, convenience, mall essence, staff and mall basics, which were all consistent with previous studies, with the exception of staff and mall basics, which was revealed in this study. A Kmeans cluster analysis was then used to segment township shoppers according to their attitudes. Four shopper segments were discovered, namely: disappointed crusaders, upcoming loyals, social seekers and local loyals, which, despite investigating shopper attitudes in place of shopper behaviour alone, were similar to well-establish shopper typologies. Each segment was profiled according to demographic variables, attitudes as well as shopping patterns. Results therefore suggest that retailers and developers need to consider the unique needs and differences among Black middle class consumers when developing retail strategies as they reveal unique characteristics from typical shopper typologies. Given similarities in some emerging countries such as India, the findings of this study could be generalized to other middle class consumers from emerging markets. Similar shopper segments may arise, which may be consistent with previous shopper typology studies and new segments unique to emerging market middle class consumer may be unveiled.http://www.tandfonline.com/loi/rirr202017-06-30hb2016Marketing Managemen

An integrated framework for the adoption and continuance intention to use mobile payment apps

PURPOSE : The purpose of this paper is to develop and test an integrated model of the modified technology readiness index (TRI) with the extended expectation-confirmation model, in the context of information technology (E-ECM-IT) to explain the adoption and the intention to continue to use mobile payment applications (apps). DESIGN/METHODOLOGY/APPROACH : Data were collected from 426 users of mobile payment apps across South Africa. A confirmatory factor analysis was performed to validate the factor structure of the measurement items while structural equation modelling was employed to validate the proposed model and testing the hypotheses. FINDINGS : The overall model explained 81 per cent of variance in adoption and 78.5 per cent in the intention to continue to use mobile payment services. “Drivers” were better predictors of adoption than “inhibitors” while satisfaction emerged as the strongest predictor of continuance intentions. ORIGINALITY/VALUE : To the best knowledge of the authors, this study is the first to empirically test an integrated modified TRI and E-ECM-IT model to supplement the paucity of research on the topic. The results show that the integrated model provides an enhanced way to understand the factors that influence adoption and continuance intention towards mobile payment apps. The results also add to existing knowledge of mobile technology literature.https://www.emeraldinsight.com/loi/ijbmhj2019Marketing Managemen

Content analysis of published articles in the South African Journal of Economic and Management Sciences

The publication of academic research is important for its contribution to the body of knowledge. A periodic analysis of journal content leads to the identification of research practices; while it also identifies the challenges that researchers face. The South African Journal of Economic and Management Sciences (SAJEMS) is considered to be one of the leading publications in the field of economic and managerial research in South Africa. The SAJEMS was selected as the unit of analysis; and a content analysis was conducted on 257 articles published during the seven-year period 2004 - 2010. The main purpose of this study was to investigate the input and output factors relating to published articles, including questions on authors and article content, such as the various methodological approaches. The findings revealed that there has been a decrease in co-authored articles during the period 2005 - 2008. Although the contribution by practitioners increased significantly in 2005 and 2008, the majority of the articles are still authored predominantly by academics. It is promising to see that international authors were involved in nearly 20 per cent of the articles contributed. When it came to the methodological approaches, the articles employed largely non-probability sampling designs. Furthermore, almost two-thirds of the articles published in SAJEMS were based on quantitative research designs. This content analysis reveals the current research practices published in the SAJEMS. It provides food for thought for academicshttp://www.sajems.org/am201

The importance of non-financial motivators to pharmaceutical sales representatives

To succeed, sales managers will need to learn new roles and reinvent others such as applying flexible motivation approaches in working with a multicultural, hybrid, diverse sales force. Many organisations invest a great deal of time and money in designing incentive schemes that are failing to achieve their objective of motivating employees. Large amounts of money are spent on financial incentives, while ignoring non-financial incentives. As companies become increasingly cash-strapped, using non-financial motivators may be the solution. Self-administered questionnaires were completed by a sample of 100 pharmaceutical sales representatives from three South African companies. The questionnaire made use of a four-point Likert scale to rate the importance of various non-financial motivational factors. The respondents indicated that ‘good relationships with customers’ and ‘being well informed’ are the two most important non-financial motivators. The study also showed that demographic groups differ in the importance they attach to non-financial motivators. ‘Having power over other people’ was a more important motivator for sales representatives with a lower educational background. ‘Growth and promotion opportunities’ were more important to males, while differences were found between various age groups and the importance they attached to ‘flexibility of their jobs’. The results of this study could influence the structure of motivational schemes at pharmaceutical companies and enable management to recognise those factors that might lead to increased performance levels.http://www.unisa.ac.za/sabusinessreviewam201

Exploring technology readiness for mobile payment app users

The study aims to better understand the various technology readiness segments by assessing how their readiness relates to demographics variables and their adoption, attitude, ease-of-use, usefulness and continuance intention to use mobile payment apps using the technology readiness index. Using a convenience sample of 416 from a consumer panel, a two-step cluster analysis shared similarities with three of the original technology readiness segments (pioneers, paranoids and explorers) while the other two segments clustered together into a fourth segment, hesitant-sceptics. The results indicate that South African mobile users are ready to use mobile payment applications, with the ‘explorer’ emerging as the best segment to target due to optimism levels, while the hesitant-sceptic segment represent the key to unlocking the real potential value of mobile payment apps. Understanding different segments provides marketers with the opportunity to select viable segments and to customise strategies to increase uptake and continued use according to customer needs.https://www.tandfonline.com/loi/rirr202020-12-17hj2019Marketing Managemen