An assessment of factors affecting the accessibility of e-commerce in the retail industry: Windhoek, Namibia
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Date
2022
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of Namibia
Abstract
E-commerce has created a platform where business transactions are conducted
over the internet. E-commerce is used to improve efficiency and productivity in
many areas of business, therefore, has received significant attention in many
countries. However, its adoption has not been as anticipated in some countries.
This study therefore sought to assess the accessibility of e-commerce in
Windhoek’s retail industry. The objectives of the study included: to determine the
e-commerce models adopted for use in the Namibian retail industry; to understand
the present status and trends in accessibility of e-commerce platforms used by
Windhoek-based online retail shops; to establish factors that enhance the adoption
of e-commerce and Identify factors that hinder the adoption of e-commerce. In
terms of methodology, this study adopted a quantitative method and a descriptive
cross-sectional research design. The quantitative method was used because it was
easier to analyse numeric data from the questionnaires and the study was aiming
to establish the relationship between e-commerce models and performance of
online channels. A sample size of 63 respondents was selected through non probability consecutive sampling while a sample of 100 customers was selected
through systematic random sampling. The data was analysed by use of SPSS
software. Descriptive statistics, specifically frequencies, cross tabulation and
percentages were used to describe the characteristics of the data which was
presented in tables and charts. The findings indicate that although e-commerce was
accepted as a mode of shopping in other parts of the world, only a small percentage
of it has been adopted in Namibia. Features and services connected to e-commerce
significantly influenced consumers’ decisions to purchase online. Trust is
established as a critical factor in the adoption of e-commerce due to the high level
of uncertainty and risk involved in virtual transactions. This study recommends
that retail owners attempt to build trust with their customers by enhancing privacy
and securing consumers’ information. Further, that the private sector should help
the government and development agencies within Namibia to understand and
address the priority challenges faced when it comes to the adoption of e-commerce
Description
A thesis submitted in partial fulfilment of the requirements for the degree of master in business administration management strategy
Keywords
E-commerce, Internet, Technology