Abstract
M.Com.
The South African apparel industry is growing tremendously with a sales value of R129.9 billion expected by 2019 (Marketline, 2015). This is due to the growth in the middle class, the increase in disposable income, and the fact that the South African economy is focused on technology, finance, and e-commerce (online shopping) (Marketline, 2013:2). Consumers are being exposed to various shopping channel options, both offline and online, which has been found to influence their purchase intention (Voinea & Filip, 2011:17). Retailers should therefore aim to understand how the offline and online shopping channels they offer are affecting consumers, and, in particular, they need to understand consumers’ reasons and motivation for selecting one channel over another. The literature on the subject has found that there are two main factors influencing shopping channel choice: shopping channel attributes – cost, time, convenience, and customer service – and perceived risk factors – delivery risk, product risk, and security risk (Al-Hawari & Mouakket, 2012:641; Lin & Sun, 2009:461; Martin & Camarero, 2008:629; Huang & Oppewal, 2006:347; van Dijk, Laing & Minocha, 2005:1). Thus, by understanding the two sets of factors influencing shopping channel choice, retailers will understand why consumers select one channel rather than another – which will allow retailers to design appropriate shopping channels for their goods. This will improve their efficiency and engagement as they will be offering consumers shopping channels that appeal to them...