Title page for ETD etd-03282010-121848

Document Type Master's Dissertation
Author Williams, Rodger
URN etd-03282010-121848
Document Title Credibility in an E-retailer : a South African perspective
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Dr H Barnard Supervisor
  • internet market
Date 2008-04-08
Availability unrestricted

South Africa appears to lag behind the international community in transacting online (B2C) e-retailers with only certain industries performing very well online. The evidence of lack of online spending was experienced by the author when creating an online retail travel company www.travesphere.co.za. Initial research conducted indicated that the problem could perhaps lie in the credibility of the website and hence the poor enquiry level and turnover amounts. This forms the basis of the study.

An electronic survey was conducted amongst internet users with a sample of 383 respondents who completed the survey in full. The survey was constructed utilising questions adapted from previous studies in international markets and from own questions adapted for a South African Market to test the credibility in an e-retailer from a South African perspective. Regression analysis was utilised to analyse the results.

The major findings of the research project were that the South African consumers appear to be very naÔve when transacting online and give a lot of credence to content placed on a website by webmasters. Consumers believe that the appearance of a website makes it appear trustworthy. Thus a massive potential fraud threat exists due to consumersí lack of concern over personal details and protection of credit card details.

© 2007 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Williams, R 2007, Credibility in an e-retailer : a South African perspective, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03282010-121848/ >


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