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Technological advancement has transformed the grocery retail, fundamentally altering how consumers interact with retailers and purchase essential goods. Despite rapid digital adoption since the COVID-19 pandemic, uptake of online grocery shopping (OGS) in emerging markets remains uneven. The drivers of consumer attitudes towards this channel are not well understood in the South African context. This paper investigates the effects of perceived usefulness, perceived ease of use and perceived risk on consumer attitudes towards OGS in Gauteng, South Africa. It investigate whether perceived usefulness mediates the effect of perceived ease of use on attitude. Data were collected through a structured, self-administered questionnaire distributed online to grocery shoppers aged 18 to 60 across Gauteng, yielding a final valid sample of 507 respondents. The data were analysed using a two-step structural equation modelling approach in Stata 17, with Spearman correlation and quantile regression conducted as additional robustness checks. Perceived usefulness emerged as the strongest, most consistent driver of consumer attitudes towards OGS (β = 0.555, p < 0.001). Perceived ease of use had a positive direct effect (β = 0.162, p = 0.020) that did not hold consistently under the quantile regression check; it was, however, strongly correlated with perceived usefulness (ρ = 0.589, p < 0.001). A formal mediation test found that perceived usefulness did not significantly mediate the relationship between perceived ease of use and attitude (Sobel p = 0.321), indicating that perceived ease of use influences attitude directly rather than through perceived usefulness. Contrary to previous studies and initial expectations, perceived risk did not significantly influence consumer attitudes (β = 0.059, p = 0.319). These findings extend the Technology Acceptance Model to an emerging online grocery market and offer practical guidance for retailers seeking to strengthen consumer adoption in similar developing-market contexts.

The study focused on Sustainable adoption of cryptocurrencies for enhancing financial stability in emerging markets. The problem of the study is lack of awareness on the use of cryptocurrency resulted in many transacting people losing their money to scam and criminals who use fraudulent methods to deprive those with little knowledge to transact through the cryptocurrency. The specific objectives of the study are to; establish the factors influencing the adoption of cryptocurrencies for enhancing financial stability emerging markets, analyse the opportunities and challenges for the adoption of cryptocurrencies in emerging markets, establish strategies for enhancing financial stability through the adoption of cryptocurrencies in emerging markets. The research study is guided by the Technology Acceptance Model by Davis, (1989). the findings of the research indicated that the perceived usefulness and perceived ease of use showed positive association on the intention to use cryptocurrencies. The ease and usefulness of cryptocurrencies was found in fulfilling various roles including making instant international money transfer, transacting at low charges, using it as an alternative source of currency, making free anonymous transaction and paying for the online service that accept cryptocurrencies. The results indicate that higher inflation and increased exchange rate volatility are positively associated with greater use of cryptocurrencies, explaining that such economic conditions drive individuals to seek alternative financial instruments. The study concluded that, the adoption of cryptocurrency is important for enhancing financial inclusion amongst people of different walks of life in emerging markets. The adoption of cryptocurrency by the emerging markets is significant in maintaining financial stability and reduce the erosion of the local currencies in emerging markets.

This study examines how cognitive and structural factors jointly shape customer satisfaction in digital marketplaces, using South Africa as an emerging market context. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) and network embeddedness theory, it investigates the effects of performance expectancy, effort expectancy, perceived network density, and perceived network centrality. A survey of 128 township entrepreneurs engaging with e-commerce platforms was analysed using multiple regression. Findings indicate that cognitive factors, performance and effort expectancy, significantly predict customer satisfaction, whereas structural factors, network density and centrality, have no direct effect when considered jointly, suggesting their influence is mediated through user perceptions of platform efficiency. This study contributes theoretically by integrating technology cognition with ecosystem network perspectives, highlighting the interdependence of platform design and structural coordination in shaping customer satisfaction. Practically, the findings inform platform managers on prioritising customer-centric design while maintaining effective ecosystem governance to enhance customer satisfaction. By linking cognitive evaluations and structural embeddedness, the study provides actionable insights for managing complex digital ecosystems in emerging markets. It further extends understanding of platform strategy beyond technology adoption and network structure alone.

This study examined the effect of entertainment benefits on the confirmation of application-based loyalty programmes among retail consumers in township markets. A positivist philosophy and mono-quantitative design were adopted. Using a survey, data were collected from 516 Black consumers aged 18-65 years who used at least one retail application-based loyalty programme. Respondents were selected through simple random sampling, and validated measurement scales were adapted to the study context. Partial least squares structural equation modelling was used to test the hypothesised relationship, with education, gender, age and income included as control variables. The findings indicate that entertainment benefits have a statistically significant, positive but modest effect on confirmation, while none of the control variables are statistically significant. From a theoretical perspective, a business ecosystem lens conceptualises entertainment benefits as engagement mechanisms within digital interaction platforms embedded in township retail ecosystems. These mechanisms shape post-adoption evaluation in resource-constrained environments. The study contributes to the literature by isolating entertainment benefits as a hedonic determinant of confirmation, thereby extending prior research that has predominantly focused on utilitarian drivers. It also provides a focused re-examination of an existing doctoral thesis relationship between entertainment benefits and confirmation, offering a more granular understanding of hedonic value in post-adoption evaluation. Practically, the findings highlight the importance of integrating entertainment-driven features into application-based loyalty programme design to strengthen retailer-consumer engagement and enhance confirmation in emerging-market digital retail environments.

Artificial intelligence (AI) is transforming digital marketing by enabling advanced analytics, automation, and personalised customer engagement. Despite growing adoption, qualitative insights into how small retail enterprises in emerging economies adopt AI remain limited. This study examines AI adoption in digital marketing among small retailers in Cape Town using an interpretivist qualitative case study design. Grounded in an integrated Technology–Organisation–Environment (TOE) and Unified Theory of Acceptance and Use of Technology (UTAUT) framework, data were collected through semi-structured interviews with 18 participants identified via snowball sampling. Thematic analysis shows that AI adoption is driven by competitive pressure, customer expectations, and perceived performance benefits, but is constrained by skills gaps, cost concerns, and data-related challenges. The study extends TOE–UTAUT theory by demonstrating how platform-based AI tools reduce technological barriers while amplifying organisational and capability-related constraints in emerging market contexts. The findings provide actionable insights for policymakers and practitioners aiming to support sustainable digital transformation in small business ecosystems.

This study investigates wearable activity tracker (WAT) adoption intention among South African Generation Y university students by extending the Theory of Reasoned Action (TRA) to include brand name as a predictor. A cross-sectional survey of 462 Generation Y students from three South African institutions was analyzed using exploratory and confirmatory factor analyses and structural equation modeling to test relationships between attitude, subjective norm, brand name, and adoption intention. Results indicate that attitude, subjective norm, and brand name significantly influence WAT adoption intention, with attitude as the strongest predictor, followed by brand name. The extended TRA model demonstrated acceptable fit, reliability, and validity, highlighting brand reputation's critical role in reducing perceived risk in emerging markets. The study is limited by its non-probability sample from three campuses in one province, suggesting future research should employ longitudinal designs, expand geographic scope, and incorporate additional constructs. Findings provide practical guidance for WAT manufacturers to prioritize building trustworthy brands and emphasizing health benefits, while marketing strategies leveraging peer influence and affordable pricing can enhance adoption among cost-conscious students. Promoting WAT adoption among youth can advance health awareness and public health goals in developing countries where proactive health monitoring technologies remain underutilized. This study offers one of the first empirical examinations of WAT adoption intention among South African Generation Y students using an extended TRA model. Unlike prior research focused on medical settings or limited samples, this study incorporates brand name as a novel construct, demonstrating its pivotal role in wearable tech adoption. This research contributes original empirical evidence from a developing market context, advancing theoretical and practical understanding of wearable technology adoption.

This research explores the technological factors that influence the adoption of mobile commerce by small and medium enterprises (SMEs) in the Polokwane Municipality. Using a quantitative approach, data were gathered from 146 SME owners, randomly selected from a total population of 261. The study applied descriptive statistics, analysis of variance (ANOVA), and regression techniques to examine the relationships between variables. ANOVA was used to evaluate the sub-hypotheses, while regression analysis tested the primary hypotheses. The instruments used in the study demonstrated strong internal consistency, with all Cronbach’s alpha values exceeding 0.7. Additionally, the Kolmogorov-Smirnov test confirmed that the data met the assumption of normality. The results showed that perceived cost, perceived benefit, and perceived compatibility each play a significant role in influencing m-commerce adoption. These findings offer valuable insights into the internal technological considerations that impact digital uptake in SMEs. The study provides both academic value by contributing to the theoretical understanding of technology adoption, and practical guidance for enhancing m-commerce use within the SME sector, particularly in similar socio-economic environments.

This exploratory analysis investigated the use of cloud accounting within the SME sector in Zimbabwe. This study addresses a significant gap in the existing literature, as no prior research has specifically explored the utilization of cloud accounting within the SME sector in Zimbabwe. The study employed a qualitative research approach using purposive sampling. Data was collected from semi-structured interviews and was thematically analyzed. The study revealed a low utilization of cloud accounting among SMEs in Zimbabwe. The lack of awareness is particularly pronounced, hindering SMEs from recognizing the benefits and functionalities of cloud accounting systems. The study found that SMEs implementing cloud accounting experience many benefits that significantly enhance their financial management processes, operational efficiency, and overall business performance. The study emphasized the need for targeted awareness campaigns, comprehensive training programs, and robust policy support to bridge the knowledge gap and facilitate the widespread adoption of cloud accounting. The findings offer valuable insights for policymakers, educators, and technology vendors aiming to promote the digital transformation of the SME sector in Zimbabwe. Value This study provides valuable insights into the barriers and opportunities for adopting cloud accounting in Zimbabwe's SME sector, highlighting the need for awareness, training, and policy support to drive digital transformation and improve financial management, operational efficiency, and overall business performance.

The retail industry has seen a significant transformation since augmented reality (AR) technology was introduced into online shopping. However, several barriers continue to hinder the global adoption of online AR shopping, particularly for high-involvement products. This study investigates these barriers in the South African context, adopting a quantitative research approach. Data were collected through online self-administered questionnaires from a sample of 664 South African consumers. Multiple regression analysis was conducted to achieve the research objectives. The findings revealed that image barrier strongly inhibits AR adoption. Although insecurity and tradition barrier were not statistically significant, their negative effect suggests they may act as barriers to adoption. Surprisingly, discomfort and risk barrier yielded positive but non-significant results, leading to the rejection of these hypotheses. This research provides insights that are vital for retailers, technology developers, and policymakers striving to leverage AR technology effectively in online retail. The study offers practical strategies to address these barriers and facilitate wider adoption of AR technology. Additionally, it contributes to the broader discourse on the intersection of technology adoption, consumer behavior, and retail marketing strategies, particularly within the socio-economic and cultural complexities of South Africa.

This study examines the impact of customer, supplier, and competitor pressures on the adoption of mobile commerce (m-commerce) by small and medium-sized enterprises (SMEs) in Polokwane, South Africa. The research follows a quantitative approach, with data collected from 146 randomly selected SMEs out of a total population of 261. A structured questionnaire was used to measure the pressures from customers, suppliers, and competitors, all assessed using a five-point Likert scale. Reliability of the constructs was confirmed with Cronbach's alpha coefficients exceeding 0.7, and the normality of the data was verified through the Kolmogorov-Smirnov test. To analyse the data, ANOVA and regression analysis were applied. The findings reveal that customer, supplier, and competitor pressures significantly influence SMEs’ decisions to adopt m-commerce solutions. These results contribute to the understanding of external factors that shape technology adoption in SMEs, offering both theoretical insights and practical implications. SMEs that respond to these pressures may improve their competitive position by integrating mobile technologies into their operations, leading to better market responsiveness and enhanced business processes. This research provides a foundation for future studies on mobile commerce adoption, focusing on underexplored external influences.

This paper evaluates how the perceptions of consumers from different demographic backgrounds influence their adoption and use of digital personal banking, and suggests marketing activities required to increase digital banking by these different demographic target groups. The method involved an online survey of a sample of 400 respondents with bank accounts in the iLembe district of KwaZulu-Natal, South Africa, focusing on the demographic dimensions of age, gender, education and income. The study found that high digital banking users were older (24+), with higher education and a higher income, while low digital banking users were younger (18-23), with a lower level of education and a lower income. No differences according to gender were found. The convenience of digital banking and a good online banking experience were the factors that most encouraged digital banking use by high users, while perceptions of high cost and having low control over their online banking activities were factors that discouraged low users from more digital banking use. These findings confirmed the previous research about the influence of age and education on digital banking use, but contributed new knowledge about the influence of income, and the lack of influence of gender, on digital banking adoption and use. Comprehensive recommendations for banks, policy makers and other stakeholders are provided.

This article explores social network site (SNS) users’ understanding of the danger the integration of human intelligence and artificial intelligence (AI), termed “augmented intelligence,” presents.  Augmented intelligence, a subsection of artificial intelligence (AI), aims to enhance human intelligence with AI and is heralded as a significant step in problem-solving. A crucial concern is the profound threat to SNS users’ information security. A quantitative approach examined SNS understanding regarding the diffusion of augmented intelligence into SNS users’ spaces. An online survey was administered to 165 SNS users residing in the Gauteng province of South Africa.  Diffusion of Innovation (DOI) theory was used as the theoretical lens. Ethical clearance was obtained, and the data collected was anonymized and kept confidential. The article provides new insights that can help SNS users understand that a new threat to their information security in the form of augmented intelligence is emerging. Findings suggest that out of the five constructs drawn from DOI that explain the diffusion of augmented intelligence into sophisticated social engineering attacks, relative advantage, compatibility, and complexity were perceived by study participants as likely predictors of augmented intelligence adoption. Users, however, differed on exactly how the augmentation process was being achieved.

The study sought to establish the primary determinants of social media usage among mobile network users in Zimbabwe, and how do these determinants vary across different demographic characteristics, including age, gender, education, income, and occupation. A descriptive research design was used in this study. A self-administered face-to-face personal survey was used to collect data from the consumers. The population in this study was made up of mobile consumers of the mobile network providers, Econet, NetOne, and Telecel in Harare Province, aged between 18 and 64 years. Convenience sampling technique, was used to select the mobile network consumers to participate in the study drawn from the three mobile operators. A sample of 384 respondents was chosen for the study. The result indicated that male respondents demonstrated a stronger perception of the effects of social media engagement on social media usage and truthfulness as a determinant of social media usage among the 18 to 25 age group and the 34 to 41 age group was different. Respondents with secondary education only demonstrated stronger perceptions of the effect of perceived usefulness on social media usage than degree holders’ respondents. Formally employed respondents had a stronger perception of the effects of social media influence on social media usage compared to students. The analysis of the study results further indicated that respondents who earned less than $2000 was significantly less than the mean score for the group which earned between $3001- 4000. The study concluded that male consumers have a stronger perception of the effects of social media engagement on social media usage, the consumers in the 18 to 25 age group have stronger perceptions of truthfulness of information, holders of certificates have a stronger perception of the effects of cost effectiveness on social media usage and formally employed consumers have a stronger perception of the effects of social media influence on social media usage compared to students. Creation of social media content helps the mobile network operators to adapt, design and develop social media content specifically targeted to specific ages, gender, occupations, and income levels on social media sites.  Mobile network operators can use the results of the study to choose a social media channel that speak to the right demographic consumers who visit their platforms.

This article explores the factors that have an impact on consumers' satisfaction and behavioural loyalty in relation to ordering and delivery applications, focusing on the emerging trend of online grocery shopping. Considering the digital revolution in retail, it is critical to comprehend consumer behaviour in this space. This study offers insights from a sample of 445 respondents in South Africa. A quantitative descriptive research methodology and a non-probability convenience sampling method were employed for the study. Structural equation modelling was utilised to validate the research measurement model and to test the study’s hypotheses. The results highlight the critical roles of design aesthetics, usefulness and confirmation and show robust positive correlations that support the linkages that the study's model postulates. Notably, design aesthetics, satisfaction and usefulness are all positively influenced by confirmation, and these factors, in turn, improve consumer satisfaction and behavioural loyalty. This study stands out because it provides a fresh viewpoint on the factors that influence customer satisfaction and behavioural loyalty, particularly when it comes to grocery shopping Apps. The distinctiveness of this study resides in its thorough analysis of important concepts and how they interact with one another, all against the backdrop of an African consumer base. The results obtained have numerous applications in the real world. Prioritising the factors that influence customer satisfaction and behavioural loyalty will help marketers and companies to improve app design and marketing tactics, which will increase user satisfaction and behavioural loyalty. Such a strategy could help close the gap between the rather different literatures on consumer behaviour and digital retailing, while also increasing sales through grocery shopping applications. Through this approach, stakeholders can obtain practical insights aimed at augmenting user engagement and loyalty within the fiercely competitive online grocery sector. All things considered, this study not only clarifies the essential elements that influence consumer satisfaction and behavioural loyalty in the online grocery industry but also lays out a roadmap for future research in this quickly developing field.

The adoption and use of ICT have increased drastically in developed countries, but it cannot be said that it lags in developing countries. ICT evolution has introduced e-commerce services for users, but these services fail because of low user acceptance and user attitude, especially in developing nations. The security and trustworthiness of e-commerce are known to be of the most significant concern to people intending to use e-commerce services.  The study looked at the role of individual characteristics on how cyber-security and trust issues affect non-users of e-commerce systems' intention to use e-commerce systems in South Africa.  The effect of cyber security on consumers’ intentions and actual use of e-commerce systems was examined. This study used a quantitative research approach. The findings revealed that perceived security and perceived trust was the primary concern for non-users of e-commerce intentions. It was shown that e-commerce system users are still concerned about security, even though they intend to continue using e-commerce systems. For the success of e-commerce in rural communities, the government needs to join with retailers and SMEs to start awareness campaigns that will clarify how e-commerce systems work and eradicate negative perceptions of e-commerce systems.

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.

Facebook and WhatsApp, recognised as popular social media and messaging platforms, are increasingly being used as online sales platforms through the emergence of marketplaces, online stores and groups. Businesses and individual sellers create groups on these platforms to attract buyers who share similar interests, but the buyers and sellers often do not know one another, which may cause trust issues. Therefore, sellers should be aware of the factors that influence a buyer’s trust so that strategies can be developed to mitigate trust issues that may hinder sales transactions. The aim of this study was to investigate the influence of information quality, perceived ease of use and usefulness on consumers’ trust in Facebook and WhatsApp groups as online sales platforms. Following a descriptive research design, the data was gathered from 412 participants by means of an electronic self-administered questionnaire that was distributed to the South African database of an international research company. The statistical methods that were used to analyse the data included reliability measures, HTMT analysis and structural equation modelling. The findings of the study revealed that the information quality and perceived ease of use of WhatsApp and Facebook groups significantly influence the perceived usefulness of these groups, which, in turn, influences consumers’ trust in WhatsApp and Facebook groups as online sales platforms. In conclusion, by understanding the relationship between these factors, social media platforms could alter their group features, while businesses and individual sellers can improve their marketing strategies to instil trust among group members and ultimately increase sales.

This study examines attitudes towards the use of portable devices for Information and Communication Technology (ICT) adoption in Small and Medium-sized Tourism Enterprises (SMTEs) in peri-urban areas of the South African Eastern Cape province. A comprehensive examination of portable gadgets in business ICT and their impact on SMTEs in Eastern Cape peri-urban areas was performed using a non-probability purposive sampling technique to select eight SMTEs, with a quantitative methodology approach adopted, using a structured questionnaire for an in-depth interview. Data captured from structured interview sessions were deductively coded with the aid of software (NVivo version 12), with the transcribed interview data divided into different meaningful codes in this process; developed based on the difference, similarities, and meanings that emerged. The findings suggest a positive attitude towards portable digital device and technology use in SMTEs in the tourism sector in Eastern Cape peri-urban areas. Smartphones were found to play a crucial role as essential business tools, particularly favored in rural settings, while laptops were indicated as valued for their portability, serving as indispensable tools for daily business activities, while tablets hold less significance. The results highlight participant reliance on smartphones for business operations as critical, since these devices streamline numerous tasks, improve convenience, and enable seamless connectivity while mobile. The use of tablets in the tourism and hospitality sectors appears to be limited. The finding’s additionally indicated participants are heavily reliant on laptops for routine business activities, due to their portability and convenience. Desktop computers were, furthermore, found to primarily be used as backup systems, indicating a diverse, portable ICT gadget usage pattern among participants.

This study investigates the impact of Technological Preparedness on trust in e-commerce by SMEs in South Africa. The study examined the role of an organisation’s Technological Preparedness in influencing the use of e-commerce. A positivist research paradigm and quantitative research approach underpins this study. Demographical factors were used as control variables. A total of 497 respondents participated in the research, and the findings highlighted the significance of Technological Preparedness in influencing trust in e-commerce by SMEs in South Africa. The findings suggest that demographics such as Age, Gender, Education Level, Province of origin, Business Category, and Internet Experience had little or no influence on trust in e-commerce compared to Technological Preparedness. The technological limitations SMEs experience significantly influence their trust in e-commerce, impacting their adoption and usage of e-commerce in their businesses. This study contributes to the existing literature on the adoption of technology by SMEs in developing countries. It provides insights for policymakers to develop effective policies that support the usage of e-commerce by SMEs to facilitate growth and sustainability. Based on the findings, government policies should improve to focus more on addressing technological issues and empower SMEs to enhance their preparedness to adopt e-commerce.

This paper systematically reviews literature with the aim of conceptualizing a change management framework for the effective use of the Examination Administration System (EAS). Information systems (IS) change management factors in the implementation and the post-implementation phases are systematically reviewed to identify 37 reports between 2015 and 2023 and content was analyzed. Post-acceptance phase poses many challenges that often result in resistance from the user community thus relinquishing the expected gains. This paper explains change management factors in the post-implementation phase of information systems as they are not adequately addressed in existing literature. The conceptualization of the change management framework draws on the integration of the Unified Theory of Acceptance, Use of Technology and Effective Use Theory and nine change management factors as facilitating conditions. The paper concludes that effective use of EAS is realized through change management factors (i.e., user training, top management support activities, information flow, planning EAS as a change, change shared vision, performance measurement, user involvement and change recognition, user satisfaction and effective communication). This study further adds the indirect mechanisms (i.e., technology use and IS adaptive use) through which the change management factors can impact effective use. The study provides a useful guide to the practitioners and researchers to explain the change management strategies for the effective use of information systems and improve it. This paper also proposes that future studies adapt and/or empirically test conceptual change management apparatus for effective use to ascertain its validity within various contexts.