Online shopping behaviour and service quality perceptions of young people in South Africa: A COVID-19 perspective

Abstract

Background: The coronavirus disease 2019 (COVID-19) pandemic had a significant impact on business operations and consumer behaviour across the world. The South African online retail environment also encountered different opportunities and last-mile logistics challenges. However, the impact of the COVID-19 pandemic on online consumer behaviour has received limited attention. Furthermore, limited studies exist which have measured the online buying behaviour of young people, an important online market segment.

Objectives: The primary purpose of this study was to determine whether the onset of the COVID-19 pandemic significantly influenced the online shopping behaviour of young people and to provide online retailers and consumer behaviour theorists with a better appreciation of young consumers’ online purchasing needs, which will assist them in developing and effecting appropriate last-mile logistics strategies.

Methods: A quantitative research design was used, and empirical data were collected from two non-probability sampling surveys conducted in 2019 (before the COVID-19 pandemic) and in 2020 (during the COVID-19 pandemic) of 461 young people in the Johannesburg area. A self-administered online questionnaire was used to collect the research data.

Results: The results indicate that online shopping behaviour either did not change or increased because of the COVID-19 pandemic for most respondents. Young online consumers consider order fulfilment aspects to be more important than the tangible considerations of online retailers.

Conclusion: This research study provides a distinct perspective of young people’s perceptions of online shopping and makes a meaningful contribution by identifying the important fulfilment-related service quality expectations of young online customers in South Africa.