Doctoral study investigates South Africa’s digital retail environment

Belinda Bantham -- Fri, 05/19/2017 - 14:29

Doctoral study investigates South Africa’s digital retail environment

When it comes to South African consumers’ inclination towards fashion e-stores, a recent research study reveals that triple-perspectives play an important influencing role. The triple-perspectives refer to utilitarian, hedonic and intellectual value propositions.

This was just one of the findings from the doctoral thesis of Nobukhosi Dlodlo who received a PhD in marketing management during the recent Autumn Graduation Ceremony of the North-West University’s (NWU) campus in Vanderbijlpark.

In her thesis, “Determining the values that influence consumers’ behavioural intentions towards fashion e-stores”, Nobukhosi proposed and empirically tested a model of factors influencing South African consumers’ inclination towards fashion e-stores.

Utilising an online panel of consumers with previous shopping experience at fashion e-stores, the findings of the study found that the above mentioned triple-perspective have a significant influence on consumers’ post-purchase attitude and subsequent satisfaction with fashion e-store shopping. In addition, satisfaction was found to have a direct and noteworthy influence on consumers’ behavioural intentions towards fashion e-store consumers.

According to Prof Natasha de Klerk, the promotor of the study, the contribution of this study is that the findings provide guidelines for fashion e-stores retailers’ marketing strategies aimed at driving fashion e-store shopping in South Africa. The study furthermore contributes to the marketing literature on consumer value expectations in digital retailing.

More about Dr Nobukhosi Dlodlo

Born on 10 March 1984 in Bulawayo, Nobukhosi matriculated in Bulawayo, Zimbabwe, in 2000. She completed a BCom degree in finance and banking with distinction, followed by a BCom Hons in marketing at the University of Zimbabwe. In 2009, she completed an MTech qualification in marketing with distinction at the Vaal University of Technology (VUT). During 2013 she completed an Advanced Diploma in Higher Education at the University of the Free State, after which she returned to the Vaal to complete her master’s degree at VUT. The title of her master’s dissertation was “E-marketing adoption patterns and barriers to the implementation among SMEs in Southern Gauteng.”

In addition to conference attendances, she has authored and co-authored several accredited research articles.

 Nobukhosi Dlodlo with her study promoter, Prof Natasha de Klerk.