ABSTRACT
Purpose: This research seeks to ascertain the impact of mobile marketing antecedents on the purchase intention of staple products among BoP consumers to create a viable digital-commerce channel that serves this segment. To achieve this, the paper proposes that mobile marketing antecedents, such as service quality and price sensitivity, influence trust and satisfaction, which, in turn, influence the purchase intention of staple products. Design/methodology/approach: A questionnaire was collected from 385 BoP consumers. Smart PLS 4 was used to analyse data using Structural equation modelling (SEM). Findings: Service quality positively influences trust towards mobile marketing. In contrast, a similar positive trend was observed for satisfaction, price sensitivity, service quality, and purchase intentions. Surprisingly, satisfaction and trust did not influence purchase intentions. Originality/value: Through the Value-Based Adoption Model (VAM), original contributions to the literature have been established, which have received little attention from consumer behaviour researchers, particularly in the context of emerging economies, to explore several mobile marketing antecedents that motivate or demotivate BoP consumers, who are mainly untapped, to make online purchases.
ABSTRACT
In a pandemic, such as COVID-19, with every single person struggling to deal with the unknown, it is often within the family that support is found but it is also within the family that circumstances, contexts and behaviours could further drive the pandemic and where they struggle to cope. This is novel research in the South African context with no known information regarding family life during and post the pandemic. This study, therefore, explores the lessons learnt during COVID-19 by South African families. A qualitative approach was employed to guide the gathering and analysis of the data. Data were collected from a sample of 31 family members above the age of 18 years from communities of the Western Cape Province and analysed through thematic analysis. According to the participants interviewed some of the significant lessons learnt from the lockdown include hygiene and health consciousness, appreciation for family, valuing life, self-introspection, less dependency, remote working, and financial savings. The realisation of such lessons even post-pandemic has the potential of strengthening families to be a resource of coping and resilience during very difficult times at the same time, contributing to greater physical, social, and economic functioning of families across South Africa.
