Determinants of M-Commerce Platform Adoption Among Individuals in South African Township Communities
Since the COVID-19 pandemic outbreak in 2020, there has been an increase in the adoption of e-commerce (electronic commerce) from which m-commerce (mobile commerce) was born. M-commerce is the use of a mobile phone to purchase goods and services. Most of the South African population resides in town...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2025-01-01
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| Series: | The Thinker |
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| Online Access: | https://journals.uj.ac.za/index.php/The_Thinker/article/view/3946 |
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| author | Mogau Mashishi Mpho Primus |
| author_facet | Mogau Mashishi Mpho Primus |
| author_sort | Mogau Mashishi |
| collection | DOAJ |
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Since the COVID-19 pandemic outbreak in 2020, there has been an increase in the adoption of e-commerce (electronic commerce) from which m-commerce (mobile commerce) was born. M-commerce is the use of a mobile phone to purchase goods and services. Most of the South African population resides in townships and rural areas and contributes significantly to the economy. The study researched m-commerce adoption in South African townships by determining the factors that affect m-commerce adoption in South African townships. The study only focused on two townships in Johannesburg: Soweto and Tembisa. A conceptual research model based on the following factors from the UTAUT2 technology model: performance expectancy, hedonic motivation, and facilitating conditions, with social media and trust as two additional constructs. A digital online survey was used to collect respondents’ data, and it was analysed quantitatively using SPSS. The findings of the study are discussed in detail, including testing the hypotheses formulated. Social media and perceived security have a significant, positive effect on the trust of South African township residents to adopt m-commerce platforms. Performance expectancy, hedonic motivation, trust, and facilitating conditions positively affect the intention of South African township residents to adopt m-commerce; however, trust and facilitating conditions were insignificant.
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| format | Article |
| id | doaj-art-3e339b3b50d1475a8d10e041907b448e |
| institution | Kabale University |
| issn | 2075-2458 2616-907X |
| language | English |
| publishDate | 2025-01-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | The Thinker |
| spelling | doaj-art-3e339b3b50d1475a8d10e041907b448e2025-01-30T09:01:19ZengUniversity of JohannesburgThe Thinker2075-24582616-907X2025-01-01101410.36615/62s5h655Determinants of M-Commerce Platform Adoption Among Individuals in South African Township CommunitiesMogau Mashishi0Mpho Primus1University of the WitwatersrandUniversity of Johannesburg Since the COVID-19 pandemic outbreak in 2020, there has been an increase in the adoption of e-commerce (electronic commerce) from which m-commerce (mobile commerce) was born. M-commerce is the use of a mobile phone to purchase goods and services. Most of the South African population resides in townships and rural areas and contributes significantly to the economy. The study researched m-commerce adoption in South African townships by determining the factors that affect m-commerce adoption in South African townships. The study only focused on two townships in Johannesburg: Soweto and Tembisa. A conceptual research model based on the following factors from the UTAUT2 technology model: performance expectancy, hedonic motivation, and facilitating conditions, with social media and trust as two additional constructs. A digital online survey was used to collect respondents’ data, and it was analysed quantitatively using SPSS. The findings of the study are discussed in detail, including testing the hypotheses formulated. Social media and perceived security have a significant, positive effect on the trust of South African township residents to adopt m-commerce platforms. Performance expectancy, hedonic motivation, trust, and facilitating conditions positively affect the intention of South African township residents to adopt m-commerce; however, trust and facilitating conditions were insignificant. https://journals.uj.ac.za/index.php/The_Thinker/article/view/3946M-Commerce Platform AdoptionSouth AfricaTownship Communities |
| spellingShingle | Mogau Mashishi Mpho Primus Determinants of M-Commerce Platform Adoption Among Individuals in South African Township Communities The Thinker M-Commerce Platform Adoption South Africa Township Communities |
| title | Determinants of M-Commerce Platform Adoption Among Individuals in South African Township Communities |
| title_full | Determinants of M-Commerce Platform Adoption Among Individuals in South African Township Communities |
| title_fullStr | Determinants of M-Commerce Platform Adoption Among Individuals in South African Township Communities |
| title_full_unstemmed | Determinants of M-Commerce Platform Adoption Among Individuals in South African Township Communities |
| title_short | Determinants of M-Commerce Platform Adoption Among Individuals in South African Township Communities |
| title_sort | determinants of m commerce platform adoption among individuals in south african township communities |
| topic | M-Commerce Platform Adoption South Africa Township Communities |
| url | https://journals.uj.ac.za/index.php/The_Thinker/article/view/3946 |
| work_keys_str_mv | AT mogaumashishi determinantsofmcommerceplatformadoptionamongindividualsinsouthafricantownshipcommunities AT mphoprimus determinantsofmcommerceplatformadoptionamongindividualsinsouthafricantownshipcommunities |