Mobile retail shopping by millennial consumers in townships: a resistance perspective

Tatenda Tawandaa Chabata and Nombulelo Dilotsotlhe
Additional contact information
Tatenda Tawandaa Chabata: University of South Africa
Nombulelo Dilotsotlhe: University of South Africa

International Journal of Research in Business and Social Science (2147-4478), 2024, vol. 13, issue 7, 18-27

Abstract: General trends indicate an increase in the adoption and use of mobile shopping applications (apps) as well as shopping online. However, the trend seems not to be similar with township millennials in an emerging economy such as South Africa. Township millennial consumers seemingly prefer going in-store to buy products than via available mobile shopping apps. This novel study explored the reasons for resistance by township millennial customers to the adoption and use of mobile shopping apps during the COVID-19 pandemic to purchase products. The applicable and adopted research design for this study was explorative. A qualitative research approach was adopted and data was collected using online interviews. A sample size of ten township millennial consumers from four (Tembisa, Soweto, Katlehong, and Diepkloof) townships in South Africa participated in the interview process. Thematic analysis was used to analyse the collected data and determine the findings of the study. The main findings indicated that participants perceived some concerns related to security and privacy in using retail mobile shopping apps. There was a lack of knowledge and awareness regarding mobile shopping apps and how they function which further resulted in the resistance of usage. Township millennial consumers are stuck with the habit of buying in-store and cost is another factor that was highlighted as a cause for resistance, as they do not want to pay for delivery fees and hidden costs that arise from using retail mobile apps. The paper further provides valuable contributions, limitations and future study avenues. This study addressed the dearth in research about resistance factors in using advanced technology in townships. The findings provided insights into what mobile app shopping retailers should address to attract the adoption of app technologies and could mitigate further spread of future pandemics such as that of COVID-19. Key Words:mobile retail shopping, Applications, millennials, Township consumers, COVID-19

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ssbfnet.com/ojs/index.php/ijrbs/article/view/3592/2511 (application/pdf)
https://doi.org/10.20525/ijrbs.v13i7.3592 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rbs:ijbrss:v:13:y:2024:i:7:p:18-27

Access Statistics for this article

International Journal of Research in Business and Social Science (2147-4478) is currently edited by Prof.Dr.Umit Hacioglu

More articles in International Journal of Research in Business and Social Science (2147-4478) from Center for the Strategic Studies in Business and Finance Editorial Office,Baris Mah. Enver Adakan Cd. No: 5/8, Beylikduzu, Istanbul, Turkey. Contact information at EDIRC.
Bibliographic data for series maintained by Umit Hacioglu ().