Key factors influencing the online buying decision when purchasing products in specific product categories

Abstract

Online shopping in South Africa is at least five years behind that in developed countries and online retailers need to adapt their online presence and offerings in order to elevate their position over competitors. This study explores the key factors influencing the online buying decision when purchasing products in specific product categories in the Gauteng province in South Africa. Questionnaires were completed by 111 respondents and descriptive and inferential statistical methods were used to analyse the results. The online product categories investigated included gifts, books, education products/services, entertainment, air tickets, software/games, electronics, clothes and CDs/DVDs/Videos. It emerged that certain factors were key influencers when buying specific products. Important factors for electronics, for instance are online information and negative experience with shopping offline. The findings of the research can assist online retailers to make the online buying process easier and to increase the preference for online buying of their products in South Africa.