E-commerce - Cape Peninsula University of Technology

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Chapter 4: Data analysis and interpretation Page 65 Most of the respondents noted several other reasons why they do not purchase from the Internet: unfamiliar vendor, not enough information, lack of socialisation with customers, and a preference for human contact as opposed to a computer. These e-customers gave suggestions on how e retail businesses could improve their websites to enable them to keep coming back to the site for transactions. These suggestions included; • To expand range of products (46% respondents) • To expand availability of products (12% respondents) • To improve provisions of security and privacy (20% respondents) • To reduce high cost of total purchase (10% respondents) • To improve ease of use of the site (20% respondents) • To make websites easier to find (16% respondents) In the discussion of the interview results, two of the e-retail businesses interviewed focused on improving the speed of the website rather than the layout. When compared to e-customers suggestions listed above, it is evident that to improve speed aligns with ease of use of the company website. 4.5 CONCLUSION AND FURTHER RESEARCH In order to contextualise the results in view of the aims/objectives of the research, one has to answer the three research questions (RQ) of the study to the light of these results. RQ 1: Does e-retailing improve customers' shopping experience? It is clear from the survey conducted that while customers are adopting the Internet as a shopping medium, gaps remain between the shopping experience in the physical world and the shopping
Chapter 4: Data analysis and interpretation Page 66 experience on the Internet that go against the Internet as the preferred medium for shopping. Some of the most frequently discussed limitations of e-retailing were security and privacy concerns, speed of access, mass penetration, and lack of navigation standards. This research has surveyed e-customers on their reasons for not engaging in e-shopping. The survey results have consistently listed security, ability to judge quality, privacy, and easier to buy locally as the top four most frequently sited reasons for customers not purchasing from the Internet. However, most of the customers seemed to be much less concerned about security, thus elevating inability to judge quality to the most frequently cited reason for not purchasing from the Internet. The research also noted several other reasons that e-customers do not purchase from the Internet: unfamiliar vendor, not enough information, lack of socialization with customers, and a preference for human contact as opposed to a machine. The survey not only identified the limitations but also identified the benefits and reasons that e-customers do shop on the Internet as: 24 hour availability, convenient means of shopping, availability of local and international manufactured goods and time saving. These reasons according to most of the customers, have contributed in improving their shopping experience. However, some respondents use the Internet for other reasons, such as read news and research and not for shopping. It is noted that whatever reason an e-customer uses the Internet; it could be seen as a change in the customer's original shopping pattern. (Hence, the research question 2 is answered.) However, further research should be undertaken to determine the extent e-retailing has affected e-customers' attitude toward traditional retailing and their intention to shop in the traditional shop.
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E-COMMERCE: THE IMPACT OF INTERNET
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iv ABSTRACT Where customers have fr
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vi 2.6 INTERNET TECHNOLOGY AND ITS
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Chapter 1: Introduction CHAPTER 1 I
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Chapter 1: Introduction 1.4 RESEARC
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Chapter 2: Literature review 2.1 IN
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Page 81 and 82: References REFERENCES Page 74 Alba,
Page 83 and 84: References Page 76 Fisher, M. 2000.
Page 85 and 86: References Page 78 Monczka, R.M. &
Page 87: References Page 80 Sweet, P. 2001.
Page 90: Appendix B Thank you for participat
Page 101: very dlssaUsfIed 0 0% Ihe purchase
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I will go back to delivery. Deliver
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leader. We should try to anticipate
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Q: AT WHAT STAGE WAS E-REllLlNG INC
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checking of the market share. We ar
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INTERVIEW CONDUCTED WITH MR YAHYA P
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A: Like I mentioned earlier. Being
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Yebo Bedronics f Fort777 YETI OnUne
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