E.H. Redda

DOI: https://doi.org/10.6000/1929-7092.2020.09.32

Published: 25 September 2020

Abstract: Motivation: Online shopping is increasingly becoming a global phenomenon. In marketing literature, utilitarian and hedonic values are well-known consumption values that explain consumer behaviour and consumer decision-making. The purpose of this study is to determine the influence of utilitarian and hedonic consumption values on consumer attitude towards online shopping that, in turn, influences online purchasing intentions. In doing so, the study aims to deepen the understanding of consumer behaviour in an online environment, which marketing practitioners may find useful as the phenomenon of online shopping gains momentum in the 4th industrial revolution.

Methodology and Methods: This study followed a descriptive research design, and a quantitative research method. Data (sample, n = 215) was collected using a self-administrated questionnaire from consumers with diverse socio-economic backgrounds through Survey Monkey. The well-known utilitarian and hedonic scales were adapted to suit the online shopping context, and utilised to collect empirical data for the study. Descriptive statistics, correlation analysis and structural equation modelling were applied to address the research objectives, and to test the hypothesised research model.

Data and Empirical Analysis: The study found that four attributes/values, namely wider selection, efficiency, convenience and cost saving are determinants of consumers’ utilitarian motivation towards online shopping, while another set of four attributes/values, viz. adventure/explore, gratification, social and idea constituted consumers’ hedonic motivation towards online shopping were found. Furthermore, the study found that utilitarian and hedonic motivations are determinants of consumer attitude towards online shopping, while, in turn, consumer attitude was found to be a predictor of online purchasing intentions.

Novelty: The study contributes to the literature on the contemporary online shopping phenomenon. Conducted in an emerging economy (South Africa), it provides a deeper understanding of, and an insight into how consumers behave and make decisions in an online environment.

Policy Consideration: At a practical level, the paper has devised a tool (framework) for marketing practitioners to utilise in influencing consumer attitude towards online shopping and purchasing intentions, and ultimately conclude a sale through online transaction.

Keywords: Online shopping, utilitarian motivation, hedonic motivation, consumer behaviour, consumer attitude.

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Gisele Mah

Published: 09 November October 2020

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Islam Hassouneh

DOI: https://doi.org/10.6000/1929-7092.2020.09.33

Published: 26 October 2020

Abstract: This paper studies the impact of Palestinian workers' remittances from Israel and its volatility on Palestinian economic growth using quarterly data over the period 2000-2016. A joint estimation of a vector error correction and multivariate generalized autoregressive conditional heteroskedasticity models are applied for such purpose. Cointegration tests provide evidence of a long-run positive equilibrium relationship between remittances and output growth. Results also indicate that remittances have influence on both first and second moments of Palestinian GDP. Further, findings suggest that while Palestine GDP has no influence on the first moment of Palestinian workers' remittances from Israel, it can cause an increase in its volatility.

Keywords: Volatility, VECM, MGARCH model, remittances, economic growth, Palestine.

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Eddson Zengeni and Mashukudu Hartley Molele

DOI: https://doi.org/10.6000/1929-7092.2020.09.34

Published: 09 November 2020

Abstract: The impact of oil price changes on stock market index of the JSE, South Africa, was examined using NARDL model using 2008 -2017 monthly data of aggregated industrial indices. All-Share index was incorporated in the estimation equation to represent market factors.

The results indicate that in the short-term, the indices responded asymmetrically to oil price changes whilst in the long-term they responded symmetrically. Oil & Gas, Industrials, Consumers services and Technology indices followed oil price change direction whereas Consumer goods and Financials indices opposed oil price change direction. Healthcare and Telecommunications responded in one direction irrespective oil price change direction.

Keywords: Non-linear ARDL, Oil prices, Stock Market index, JSE.

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