Determinants of digital commerce repeat-purchase behaviour in South Africa: A rural citizen perspective

Abstract

Digital commerce (d-commerce) has become a powerful tool for transforming marketplaces in emerging economies across the world. However, in South Africa, d-commerce, especially among the previously disadvantaged rural citizens, is still nascent. This study investigates the effect of facilitating conditions, trust, privacy, security, socio-technical issues and value-for-money on rural customers’ online repeat purchase behaviour. Data for the study were collected from 389 respondents using self-administered questionnaires in Limpopo, South Africa. Confirmatory factor analysis using IBM Amos Structural Equation Modeling (SEM) technique was used to test the structural and model-fit of the research model. Findings from the study revealed that all factors, except for privacy concerns, significantly influence purchase behaviour and repeat purchase behaviour. The study provides new theoretical and managerial insights for policymakers on what drives or discourages customers from buying products or services online in South Africa and other emerging markets.