Abstract
The rise of e-commerce has revolutionised consumer interactions with online platforms, offering businesses new opportunities and challenges in the digital marketplace. E-commerce facilitates business transactions by providing benefits like improved strategic capabilities, lower service costs, and enhanced product efficiency, speed, and delivery. Many companies are investing in ICT infrastructure to engage directly with consumers. However, e-commerce also brings challenges, such as fraud and scams, which require attention. This study aimed to assess intergenerational consumer behaviour, focusing on risk perceptions and trust in online shopping on Takealot.com. To understand this behaviour, two theoretical frameworks were used: Social Cognitive Theory (SCT) and the Theory of Planned Behaviour (TPB). A qualitative research methodology was employed, utilising semi-structured interviews and literature review for data collection. The study targeted a diverse sample of individuals from different generational cohorts, from Gen Z and Millennials to Generation X and Baby Boomers, all with experience using Takealot.com. Participants, aged 18 to 50 years, were selected using a snowballing technique, and eight individuals shared their experiences and views on online shopping. Thematic content analysis was applied to the data. The findings highlighted generational differences in attitudes towards online shopping. Younger generations displayed higher confidence and familiarity with online platforms, while older generations were more concerned about data privacy, security, and product authenticity. Despite shared concerns about fraud, delayed deliveries, and privacy risks, participants generally maintained a positive view of online shopping, citing convenience and product variety as key advantages. One participant raised concerns about the reliability of product reviews, suggesting that financial incentives might distort their accuracy. The study concludes with recommendations for building trust in online shopping and reducing associated risks. It suggests that Takealot.com can enhance consumer confidence by improving website security, customer support, transparency, and return policies.