Cognition–Structure Alignment in South African Digital Marketplaces: How Technology Perceptions and Ecosystem Networks Shape Customer Satisfaction
Read abstract
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.