Factors Influencing Customers' Acceptance of E-Commerce in Zimbabwe's Retail Hardware Industry

Factors Influencing Customers’ Acceptance of E-commerce in Zimbabwe’s Retail
Hardware Industry: The Case of Masters Paint and Hardware.
Presented to
The IMM Graduate School
In partial fulfilment of the
requirements for the degree
Bachelor of Philosophy (BPhil) Honours in Marketing Management
By
Gabriel T. Chibanda
Student Number: C71161
Date: 19 November 2021

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Declaration
I, Gabriel T. Chibanda do confirm that this research paper with the title, ‘Factors
Influencing Customers’ Acceptance of E-Commerce in Zimbabwe: The Case of
Masters Paint Hardware’, is my independent effort and is being submitted in partial
fulfilment of the requirements for the Bachelor of Philosophy (Honours) Degree in
Marketing Management, IMM Graduate School of Marketing.
However, where other authors’ contributions have been used, effort has been made to
acknowledge their work and properly referenced, according to the IMM current revised
2021 Harvard Referencing Guide.
Moreover, I proclaim that this report has not been previously submitted to any institution
of learning for the awarding of a degree.
Name of Student: Gabriel T. Chibanda (C71161)
Signature:
Date: November 2021

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Acknowledgements
I would like to take this opportunity to thank my family for their amazing support during
this learning period. To Kyle and Becky, you can achieve anything in this world if you
put your mind to it, I look forward to catching up with you with Saturday pizza outings.
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Executive Summary
This study sought to investigate factors influencing customer’s acceptance of e-

commerce in Zimbabwe with particular focus on Masters Paint and Hardware. The study
shall add value to Masters by providing sound and informed decision regarding the
matter. The study was conducted in Harare. A mixed method was employed. From a
survey population of one thousand people, a sample of one hundred, 95 customers and
5 management staff, was chosen. Questionnaires were used to gather data via from
customers and interviews were employed to gather data from management via zoom.
The study objectives were to ascertain e-commerce platforms adopted by Masters Paint
and Hardware, determine the merits of e-commerce to customers, establish obstacles
being encountered by customers when using e-commerce as well as to determine
possible strategies that can promote customers’ adoption of e-commerce. The study was
constrained by financial and time resources. The study found out that the common e-
commerce platform utilised by customers is mobile-based. However, customers’ have a
negative attitude towards e-commerce as evidenced by their infrequent usage of the
innovation. Nevertheless, e-commerce was found to provide convenience, products and
services availability as well as time and costs savings comparable to the traditional brick
and mortar method of shopping. Though offering these benefits, the study revealed that
customers are still sceptical about e-commerce security risks, lack and confidence and
regard it as costly and complex to utilise. More so, the customers are not fully
conscientised of e-commerce platforms and associated risks. However, robust legal
frameworks, low taxes for e-commerce as well as addressing privacy and security risks
through awareness campaigns was found to be strategies that can promote or build
customers trust and confidence and subsequently e-commerce acceptance. It was
therefore commended that the organisation should engage critical stakeholders and
policy makers like the Government, the relevant ministry, Reserve Bank of Zimbabwe,
(RBZ), network service providers as well as other regulatory bodies in order to increase
investments and developments in e-commerce in the country. Further, the organisation
should aggressively and intensify the promotion of e-commerce platforms to boost usage.
Similarly, the organisation should develop secure websites to guard against theft of
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identity and private information. It was also recommended that the government should
enact enabling and relevant laws, regulations and policies that protect the rights of
customers online and the arresting of offenders. In equal measure, the government
should reduce e-commerce taxes to promote customers’ usage of e-commerce. Future
researches should attempt to investigate in depth the influence of each critical
stakeholder in promoting e-commerce acceptance by customers in Zimbabwe’s retail
sector. It is also critical to widen the scope of the research to other areas outside Harare
as they are equally affected, using other convenient methodologies.
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Table of Contents
Declaration ............................................................................................................................ i
Acknowledgements ............................................................................................................. ii
Executive Summary............................................................................................................ iii
Table of Contents ................................................................................................................ v
List of Tables ...................................................................................................................... xi
List of Figures .................................................................................................................... xii
List of Abbreviations and Acronyms................................................................................. xiii
List of Appendices ............................................................................................................ xiv
Chapter 1: The Problem In Context, Problem Statement, Objectives And Theoretical

Considerations .....................................................................................................................1
1.1 Introduction.............................................................................................................1
1.2 Problem Context ....................................................................................................1
1.3 Problem Review .....................................................................................................3
1.3.1 Enhancing Retail Hardware Sales through E-Commerce ....................................4
1.4 Problem Statement ................................................................................................7
1.5 Research Questions ..............................................................................................7
1.6 Research Objectives ..............................................................................................7
1.7 Value of Research .................................................................................................8
1.8 Limitations and Delimitations .................................................................................9
1.8.1 Limitations to the Study .........................................................................................9

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1.8.2 Delimitation (scope) of the Study ..........................................................................9
1.9 Summary of Chapter ............................................................................................10
CHAPTER 2: LITERATURE REVIEW ..............................................................................11
2.1 Introduction...........................................................................................................11
2.2 E-commerce .........................................................................................................11
2.3 Customer Acceptance..........................................................................................12
2.4 E-Commerce Platforms .......................................................................................12
2.4.1 Mobile – Based E-Commerce Platforms .............................................................12
2.4.2 Computer – Based E-Commerce Platforms ........................................................13
2.5 Merits of E-Commerce to Customers ..................................................................14
2.5.1 Time and Costs Savings ......................................................................................14
2.5.2 Products and Services Availability ......................................................................14
2.5.3 Customer Convenience .......................................................................................14
2.6 Challenges of E-Commerce to Customers..........................................................15
2.6.1 Lack of Trust.........................................................................................................15
2.6.2 Perceived Online Security Risks .........................................................................16
2.6.3 Perceived E-Commerce Costs ............................................................................16
2.6.4 Complexity of E-commerce..................................................................................17
2.6.5 Lack of E-Commerce Awareness ........................................................................17
2.7 Strategies to Promote E-commerce ....................................................................17
2.7.1 Government and Legal frameworks ....................................................................17

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2.7.2 Favourable Tax Policies ......................................................................................18
2.7.3 Addressing Privacy and Security Issues .............................................................18
2.7.4 Promoting Awareness ..........................................................................................18
2.8 E-Commerce in Developed Economies ..............................................................18
2.9 E-Commerce in Africa ..........................................................................................19
2.10 Empirical Review..................................................................................................19
2.11 Research Gap ......................................................................................................20
2.12 Chapter Summary ................................................................................................21
CHAPTER 3: RESEARCH METHODOLOGY AND DESIGN ..........................................22
3.1 Introduction...........................................................................................................22
3.2 The Research Approach/Method ........................................................................22
3.2.1 Mixed Method Research ......................................................................................23
3.3 The Research Design ..........................................................................................23
3.3.1 Descriptive Research Design ..............................................................................24
3.3.2 Exploratory Research Design ..............................................................................24
3.4 Data Gathering Tools ...........................................................................................24
3.4.1 Questionnaires .....................................................................................................25
3.4.2 Interviews .............................................................................................................28
3.5 Sample Population, Sampling Approach and Sample ........................................28
3.5.1 Sample Population ...............................................................................................28
3.5.2 Sampling Approach..............................................................................................29

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3.5.2.1 Probability Sampling Technique ..........................................................................29
3.5.3 Sample Size .........................................................................................................29
3.6 Data Analyses ......................................................................................................30
3.7 Technical and Quality Issues ...............................................................................30
3.7.1 Validity, Reliability and Generalisability ...............................................................30
3.7.1.1 Validity ..................................................................................................................30
3.7.1.2 Reliability ..............................................................................................................31
3.7.1.3 Potential Bias .......................................................................................................31
3.7.1.4 Ethical Issues/Confidentiality ...............................................................................31
3.7.1.5 Limitations ............................................................................................................32
3.7.1.6 Pilot Testing of Tools ...........................................................................................32
3.8 Chapter Summary ................................................................................................33
CHAPTER 4: RESULTS AND DISCUSSION ..................................................................34
4.1 Introduction...........................................................................................................34
4.2 Response Rate and Demographics ....................................................................34
4.2.1 Response Rate ....................................................................................................34
4.2.2 Demographic Data ...............................................................................................34
4.3 Discussion of E-Commerce Platforms Adopted ..................................................38
4.3.1 Survey Results .....................................................................................................38
4.3.2 Interview Results ..................................................................................................39
4.3.3 Summary of E-Commerce Platforms Adopted ....................................................40

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4.3.4 Discussion of Merits of E-Commerce to Customers ...........................................40
4.3.5 Survey Results .....................................................................................................40
4.3.7 Summary of Merits of E-Commerce to Customers .............................................41
4.4 Discussion of E-Commerce Challenges to Customers .......................................42
4.4.1 Survey Results .....................................................................................................42
4.4.3 Summary of E-Commerce Challenges to Customers .........................................43
4.5 Discussion of Strategies to Promote E-Commerce Acceptance ........................43
4.5.1 Survey Results .....................................................................................................43
4.5.3 Summary of Strategies to Promote E-Commerce Acceptance ..........................44
4.6 Chapter Summary ................................................................................................45
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS .........................................46
5.1 Introduction...........................................................................................................46
5.2 Conclusions of the Study .....................................................................................46
5.3 Recommendations of the Study ..........................................................................47
5.3.1 Stakeholder (Holistic) Approach ..........................................................................47
5.3.2 Favourable Laws and Policies .............................................................................48
5.3.3 Low Taxes on E-commerce .................................................................................48
5.3.4 Increased Promotion of E-commerce ..................................................................49

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5.3.5 Addressing Privacy and Security Issues .............................................................49
5.4 Suggestions for future research ..........................................................................49
5.5 Summary ..............................................................................................................49
References.........................................................................................................................50
Appendix 1: Questionnaire for Customers ........................................................................57
Appendix 2: Interview Guide for Masters Management. ..................................................62

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List of Tables
Table 3.4.1-1: Table of Questions and Sources per Objective. ................................. 25
Table 3.5.3-1: Sample Size Distribution of Respondents. ......................................... 30
Table 4.2.2-1: Gender Distribution of Respondents. .................................................. 35
Table 4.2.2-2: Education Level of Respondents. ....................................................... 36
Table 4.2.2-3: Annual Income Level of Respondents. .............................................. 37
Table 4.3.1-1: Frequency of e-commerce usage. ..................................................... 38
Table 4.3.1-2: E-commerce platform used. ................................................................ 39
Table 4.3.1-3: Attitude towards Masters’ e-commerce............................................... 39
Table 4.3.5-1: Merits of E-Commerce to Customers.................................................. 40
Table 4.4.1-1: E-Commerce Challenges to Customers ............................................. 42
4.5.1-1: Strategies to Promote E-Commerce Acceptance. ........................................ 43

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List of Figures
Figure 1.3.1-1: Customer Behaviour and Adoption of E-commerce Model. ................ 4
Figure 2.11-1: E-Commerce Conceptual Framework. ............................................... 21
Figure 4.2.1-1: Gender Distribution of Respondents. ................................................. 35
Figure 4.2.1-2: Employment Status of Respondents. ................................................ 37

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List of Abbreviations and Acronyms
B2C - Business to Consumer
EC - Electronic Commerce
ICT - Information Communication and Technology
POTRAZ - Postal and Telecommunication Regulatory Authority of Zimbabwe
SPSS - Statistical Package for Social Sciences
USA - United States of America
US$ - United States Dollar

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List of Appendices
Appendix 1: Questionnaire for Customers .................................................................. 57
Appendix 2: Interview Guide for Masters Management. ............................................ 62

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Chapter 1: The Problem In Context, Problem Statement, Objectives And Theoretical

Considerations
1.1 Introduction
The study sought to investigate on factors that influence customer’s acceptance of

e-commerce in the Zimbabwe’s retail hardware sector with particular focus on
Masters Paint and Hardware Private Limited. This chapter hence covered the
problem context, statement of the problem, objectives as well as the theoretical
issues, among others. It ended with a summary.
1.2 Problem Context
Amazon, eBay, Tencent and Alibaba are amongst the most known global brands
to be ever developed and have rapidly continued to evolve in electronic commerce
(Sin & Sin 2020). Triggered by the accelerated pace of technological innovations,
globalisation and the increased connected consumer’s desire to experience the
brands, e-commerce has undoubtedly grown and gained tremendous significance
from the academia, governments and retailers alike, in the past decade (Alqahtani,
Goodwin & de Vries, 2018). Essentially, this exponential growth has witnessed
roughly over a billion annual purchases, in 2016, as retail e-commerce sales
accounted for nearly, 1.86 trillion dollars and projected to surpass 4.5 trillion dollars
by the year 2021 (Chandra & Kumar, 2018). According to Koe and Sakir (2020),
electronic commerce, popularly termed e-commerce fundamentally refers to the
use of any form of electronic media to make business transactions with customers
over the internet.
Masters Paint and Hardware hereinafter referred to as Masters, is a business-to-

consumer (B2C) privately owned retail hardware enterprise. Founded in 2015,
Masters currently has a physical distribution network of five (5) branches, dotted
around the country with its headquarters based in Zimbabwe’s second largest city,
Bulawayo. The retail hardware entity boasts of a cocktail and diverse broad
product mix ranging from cutting, hand and industrial power tools and machinery
to plumbing as well as electrical solutions, among others (Masters, 2021). The
organisation operates in a highly competitive environment of four (4) major retail
hardware giants like Halsteds, Electrosales, Union Hardware as well as Bhola.
In pursuit of a growth strategy and market share, largely hold by these ‘big four’,
Masters has, over the years, been in an innovative drive, investing substantially in
e-commerce to create seamless touch points for interacting with its valued
customers, locally and abroad (Masters, 2021). It is without doubt that the
ubiquitous nature of internet has increasingly been providing customers with the
much-needed shopping convenience, reducing time and effort constraints
(Govinnage & Sachitra, 2019). This shopping convenience became even more
pronounced during the COVID 19 pandemic as many retailers were forced to re-
orient their marketing mix strategies and Masters has not been an option.
According to the Postal and Telecommunication Regulating Authority of Zimbabwe

(POTRAZ) 2020 First Quarter Report, Zimbabwe’s internet penetration rate stood
at 60%. In addition, her active internet and data subscriptions rose by nearly 2%
to reach over 8, 5 million. Likewise, the active mobile money subscriptions had
reached over 6 million at 31 December 2020. These staggering statistics are clear
evidence that a horde of Zimbabweans utilise the internet, on their gadgets.
However, this scenario is on the contrary to Masters customers’ usage of their e-
commerce platforms for making purchases. In fact, Masters has been experiencing
low sales growth since the onset of the COVID crisis. As supported by Masters
Google Analytics Data (2021), Masters has been recorded high bounce rate (67%),
low return visitors (13%) and high cart abandonment rate of 80%, on its website in
the past.
As the uptake of e-commerce has been taking baby steps in most developing
nations in Sub-Sahara, Zimbabwe included, the development has been on the
contrary in developed nations (Makanyeza & Mutambayashata, 2017). Aptly put
by Makochekanwa (2016), particularly in Zimbabwe, e-commerce adoption
remains a pipe dream for many hardware retailers, like Masters, who have been
investing heavily in the area. More so, as businesses continue to operate with
stringent health measures to curb the spread of the virus, the adoption of e-
commerce by has increasingly become imperative for customers to realise its
benefits (Makanyeza & Mutambayashata (2017).
Studies conducted to investigate factors affecting e-commerce adoption with focus

on Zimbabwe’s retail hardware, have been scant. This is regardless of great strides
that Masters Paint and Hardware has been pursuing to promote e-commerce. To
that end, this study, hence sought to undertake a study of this nature.
1.3 Problem Review
The contextual background has enabled the researcher to identify some important
constructs critical for this study and they include the following:
E-commerce growth and prominence;
Adoption behaviour of e-commerce;
Customers risks perceptions of e-commerce; and
Convenience of e-commerce.
Having outlined the above constructs, a critical review was conducted in the
following section and further presented in chapter two (2). In that regard, the
Customer Behaviour and Adoption of E-commerce Model was selected in an
endeavour to examine the underlying complexities which are associated with e-
commerce within Masters Paint and Hardware Private Limited.
1.3.1 Enhancing Retail Hardware Sales through E-Commerce
Perceived
Security Risk
Social
Influence
Perceived
Ease of Use
Behaviour
Intention to use
Perceived E-commerce
Usefulness
Willingness to
Disclose
Personal
Information
Trust
Figure 0-1: Customer Behaviour and Adoption of E-commerce Model.
Source: Govinnage & Sachitra (2019).
Govinnage and Sachitra (2019) advance that the Customer Behaviour and
Adoption of E-Commerce Model attempts to forecast six (6) factors are likely to
trigger customers’ behaviour towards e-commerce acceptance. These factors, as
shown on Figure1.3.1.1 above were used to conduct a marketing audit of Masters
e-commerce services.
(a). Perceived Security Risk: High
The lack of control of e-commerce platforms has always provided huge scepticism
to customers. E-commerce is largely perceived as lacking security hence
customers continues to avoid using it as theft of personal information by hacking

and cyber-squatting is common. This scenario may greatly influence customers’
acceptance of e-commerce usually based on their previous experiences.
(b). Perceived Usefulness: Very High
E-commerce is beneficial to customers as it offers convenience of placing orders

online and have them delivered at their door steps. Masters utilises its physical
distribution network to deliver its products to customers who would have place and
paid for orders online. This means customers do not have to visit the Masters
physical retail outlets hence reducing time and effort costs. These transactions can
be performed from anywhere, anytime, e-commerce therefore providing
convenience and ubiquity to customers, particularly in this COVID crisis. However,
Masters outlets are geographically dispersed causing customers to incur extra
costs when they have purchased online. In that regard, this scenario may inhibit
customers’ usage of e-commerce.
(c). Perceived Ease of Use (PEOU): Low
Technology by its very nature is associated with some complexities, which make
it not ease to use from users’ perspective. For instance, e-commerce may be
managed by third parties, riding on network service provider and using software
developed by someone else, hence involving many cumbersome processes.
Further, a website which is poorly designed and integrated with social networking
tools may not work properly for customers. As such, it lacks being user-friendly
expected. In Zimbabwe, the frequencies of power outages greatly affect the
network coverage of online operations which may frustrate users, which may result
in double payments being affected due to many trials. Unfortunately, erroneous
transactions are resolved by physically visiting the branch or incurring telephone
costs for them to be reversed they may take some days as this involves banks. In
most of the times, telephone calls and online queries are not responded to
timeously thereby frustrating customers.
In equal measure, the cost of internet data packages in Zimbabwe is at the reach
many. Due to the volatile economic environment, data bundles have continued to
sour against customers’ low income. All these issues may greatly inhibit
customers’ acceptance of e-commerce.
(d). Social Influence: High
As the society continues to hold negative perceptions about new technological

performance based on past experiences, its impact remains high in inhibiting e-
commerce acceptance. In fact, if a member of the family or society has had a bad
experience with online purchases, such a person becomes a source of reference.
(e). Customers Willingness to Disclose Information: Low
Online platforms are perceived as insecure prompting customers not to be willing

to share their personal information like credit cards and passwords with third
parties. This unwillingness to share data is largely based on customers past
experiences hence inhibiting them to accept e-commerce.
(f). Trust: Low
Customers do not trust online platforms as they are subject to hacking and
fraudsters who are ready to dupe unsuspecting online customers. This has been
witnessed by the high bounce rate and less time taken by customers on Masters’
website. This lack of trust negatively influences customers’ acceptance of e-
commerce.
In summation, the customer behaviour and adoption of e-commerce model present

an important model for conducting a marketing audit of Masters with regard to e-
commerce. In essence, the model utilises six (6) constructs that are likely to trigger
customers’ behaviour towards e-commerce acceptance. It is however critical to
note that on all constructs discussed, Masters seems not to be doing well on five
(5). It has only been found to be positive on the perceived usefulness. This
scenario is contrary to what the model suggests that all these constructs should
be positive in order to trigger customers’ behaviour towards e-commerce
acceptance. This suggests that addressing these factors may go a long way in
promoting e-commerce acceptance in Masters. But in reality is this implementable
and workable. These are some of the shortcomings the model presents to retail
firms like Masters as they embrace technological innovations like e-commerce.
1.4 Problem Statement
Addressing factors hindering e-commerce adoption plays a vital role in enhancing

sales amongst retail hardware firms.
1.5 Research Questions
The following questions guided the study:
1) What e-commerce platforms have been adopted by Masters Paint and

Hardware?
2) What are the merits of using e-commerce to customers?
3) What obstacles are being encountered by customer when using e-

commerce?
4) What are the possible strategies that can promote customers’ adoption of e-
commerce?
1.6 Research Objectives
The study was guided by following objectives:
Objective 1: To ascertain e-commerce platforms adopted by Masters Paint and

Hardware.
Objective 2: To determine the merits of e-commerce to customers.
Objective 3: To establish obstacles being encountered by customer when using

e-commerce.
Objective 4: To determine possible strategies that can promote customers’

adoption of e-commerce.
1.7 Value of Research
The potential that e-commerce has brought to retailers in the business world
cannot be over-emphasised. To that end, understanding e-commerce adoption
inhibiting factors may go a long way in aiding value to numerous constituents. In
particular, these mainly include the researcher, organisation (Masters), Institute of
Marketing Management (IMM) as well as the users (customers).
To Masters Paint and Hardware Private Limited
As e-commerce continues to experience exponential growth and increased

importance, enhancing sales to firms and convenience to customers, retailers like
Masters are equally triggered to establish new insights on factors affecting its
sluggish adoption by customers. To that end, the organisation would be able
design and come up with effective and sound online marketing strategies.
To the Writer
In equal measure, the study shall be of great value to the researcher as topic under
investigation enhances his knowledge body as a digital marketer. In fact, this
research study shall sharpen his creative and critical skills by infusing theories and
practical, particularly in the hardware industry and retail sector in general.
To the Institute of Marketing Management (IMM)
By the same token, the research study shall provide secondary source to future
researchers in the institution’s archives.
To the Valued Customers
The study shall also be of significant value to the retail customers particularly those
purchasing hardware products by unravelling providing factors that inhibit them
from adopting e-commerce.
1.8 Limitations and Delimitations
1.8.1 Limitations to the Study
Constraints to a research undertaking are always inevitable. However, if properly

planned, these can be mitigated to reduce their impact on the research findings.
These include that:
The researcher was a fully-employed hence time had a negative impact

during the undertaking of this study. However, to be able to exerted maximum
effort and time to complete this study, the writer took a study leave.
The researcher also faced some financial resources as the study was not
funded. In that regard, the writer was advanced an educational loan by his
employee in order to offset for all research costs like travelling and
subsistence, printing and other sundry services, among others.
Sensitive and confidential information about the organisation is at the privy of

the management. As such, obtaining such information presented some
challenges. However, a letter of permission was sought to gain access to the
information.
1.8.2 Delimitation (scope) of the Study
Harare was the area chosen to be under study as that is where the researcher was
based and where one of Masters’ five (5) branches is located. In addition, the
capital city was selected principally due to the heterogeneity of customers who buy
at the retail hardware. As such, data was gathered from customers through e-mails
to establish as to why they do not prefer to use e-commerce to purchase their
hardware products. Likewise, data was also gathered from Masters management
for their internal views through interviews. Only information regarding e-commerce
acceptance, its benefits as well as challenges thereof, was sought for from the
respondents.
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1.9 Summary of Chapter
This chapter covered the problem context, statement of the problem, objectives as
well as the theoretical issues, among others. The customer behaviour and
adoption of e-commerce model was used to conduct a marketing audit of Masters
e-commerce services. It was unearthed however that Masters seems not to be
doing well on five (5) constructs. It has been found to be positive on the perceived
usefulness. The succeeding chapter, chapter two (2), however, critically reviewed
literature related to factors affecting e-commerce acceptance as exposed by
various previous authors.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
The previous chapter covered the problem context, statement of the problem,
objectives as well as the theoretical issues, among others. The customer
behaviour and adoption of e-commerce model was used to conduct a marketing
audit for Masters e-commerce services. It was unearthed however that Masters
seems not to be doing well on five (5) constructs. It has only been found to be
positive on the perceived usefulness. The succeeding chapter, chapter two (2),
however, critically reviewed literature related to factors affecting e-commerce
acceptance as exposed by various previous authors.
2.2 E-commerce
In the recent past, e-commerce has experienced exponential growth and attention
across the globe (Tining & Pribadi, 2020). To that end, as a concept, it has come
to mean different things to many people. As Villa, Ruiz, Valencia and Picon (2018)
note, e-commerce has been viewed as a communication tool or a business
process of applying technology for automating transactions. Nevertheless, Dona
and Nining (2019) define e-commerce as the conducting of business using
information and communication technologies. Put it other way, Putra and Anuar,
(2018) regard e-commerce as a dynamic set of processes, applications and
technologies that allow organisations to electronically exchange information and
transact with customers. Supporting the view of e-commerce as a process, Moeti,
Mokwena and Malebana (2021) however argues that the purchase happens on
the internet using gadgets.
It can hence be understood from these definitions that e-commerce entails the
process whereby customers purchase products or services from retail outlets
online without necessarily physically visiting them. This implies that customers
make use of internet-enabled gadgets like computers and phones. Also referred
to as internet shopping, electronic-shopping, online store shopping and virtual-
C71161 - AMRR402H Page 12 of 77
store shopping, inter alia, is facilitated through the firm’s website which may be
linked to many social media tools or applications. In this study, the level of e-
commerce is only between the business and consumer (B2C), also known as retail
transaction.
2.3 Customer Acceptance
The growth of e-commerce over the years has signified the continued acceptance
of this development by many customers though some have been sceptical (Tining,
& Pribadi, 2020), particularly in developing African economies (Egbetokun,
Oluwadare, Ajao and Jegede, 2017; Tarhini, Alalwan, Shammout and Al-Badi,
2019). Though customers are motivated by the perceived benefits of purchasing
online, such as, cost and time savings, convenience and wide product range, poor
past experiences with the platform may affect their future usage (Dachyar &
Banjarnahor, 2017). In that regard, acceptance in this study entails continuous
usage of e-commerce by customers without opting for physically visiting the retail
shops.
2.4 E-Commerce Platforms
As a distribution, communication and transaction channel, the internet has re-

landscaped the retail sector around the world, causing the implementation of new
retail formats (Delic, Knezevic & Duzevic, 2017). Likewise, in business-to-
consumer (B2C) transactions, mobile and electronic computer-generated
transactions have increasingly emerged as the common retail formats or platforms
(Lee & Wong, 2016; Duzevic, Delic & Knezevic 2016).
2.4.1 Mobile – Based E-Commerce Platforms
Delic, Knezevic and Duzevic (2017) affirm that the increasing number of mobile
technologies have without doubt opened new opportunities for retailers. In that
regard, mobile commerce, also termed m-commerce has significantly enhanced e-
commerce, eliminating time and place restrictions (Duzevic, Delic & Knezevic
C71161 - AMRR402H Page 13 of 77
2016). As also buttressed by Lee and Wong (2016), from wired to wireless, using
smaller and convenient mobile gadgets, online transactions have been greatly
enhanced than ever before. This emerging trend has captured the attention and
shopping experience of the young generation customers as more and more people
own mobile technologies (Koenaite, Chuchu & de Villiers 2019).
According to Delic, Knezevic and Duzevic (2017) and Lee and Wong (2016),
mobile commerce is broadly referred to as an innovative wireless electronic form
of e-commerce using smart phones like personal digital devices (PDAs) for
purchasing purposes. As a new delivery platform, mobile commerce has provided
customers with access to retailers’ products and services through developed
applications. In essence, these applications, which are downloaded and installed
on mobile gadgets, act the business portal.
2.4.2 Computer – Based E-Commerce Platforms
Unlike mobile technologies, e-commerce can be performed via wired electronic

systems. Though not many people have owned desktops during the days, online
shopping has been initiated and popularised using desktop machines over the
years (Ramavhona & Mokwena, 2016; Khan, 2019). Computer-based e-
commerce is performed using the website to access the retailers’ products and
services. Different from mobile platform, the downside of a computer-based
platform is its static and expensive nature for an ordinary person.
In a nutshell, mobile and computer-based e-commerce are the main platforms that
can be utilised for purchasing products. Though the latter has not been popular
due to lack of portability and being costly to the general customers, it is still
commonly used mostly in developed economies. As such, mobile gadgets have
significantly become popular as they are cheaper. Nevertheless, in this study, both
platforms are considered.
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2.5 Merits of E-Commerce to Customers
Popularly termed the ‘digital era’, the last decade has been greatly witnessed a
major shift in retail channels through e-commerce, using internet (Selma & Amor,
2021). In fact, this significant development has undeniably brought quite a number
of benefits to customers. These benefits range from convenience, speedy,
flexibility, time and cost savings, wide product range viewing and comparing prices,
among others, without necessarily visiting the outlet (Govinnage & Sachitra, 2019;
Kartiwi, Hussin, Mohd, Mohamed and Amin, 2018).
2.5.1 Time and Costs Savings
Unlike physical store shopping, shopping online, using e-commerce saves

customers’ significant resources, time and effort, rendering distance not irrelevant
(Susanty, Handoko & Nia, 2020). The costs incurred during travelling and effort
directly diminishes customers’ utility as resources are wasted. As Kartiwi et al.
(2018) claim that due to the time and effort savings, e-commerce has increasingly
become a cheaper method of purchasing products. Customers’ orders are
processed, accepted and confirmed online.
2.5.2 Products and Services Availability
Koe and Sakir (2020) advance that e-commerce provides customers with the
products and services of the organisation all the time. These include offering a
wide range of products viewing, viewing catalogues, making enquiries, requesting
quotations and making payments online after hours from anywhere (Selma &
Amor, 2021). In that regard, customers reduce costs related to information
searches, effort and time required to move around in physical stores (Kartiwi et al.,
2018).
2.5.3 Customer Convenience

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The speedy and omnipresent nature of e-commerce has undeniably provided

customers with convenience (Selma & Amor, 2021). As Kleisiari, Duquenne and
Vlontzos (2021) emphasise, the twenty-four-hour operation of online stores offers
customers the opportunity to choose products and purchase them anytime from
anywhere. More so, as time continues to be important element amongst the
working class, customers no longer have to physically visit the brick-and-mortar
stores to purchase products (Habib & Hamadneh, 2021). As such, Bhat and Darzi
(2019) found that perceived convenience positively contributes to perceived
usefulness and subsequent acceptance of e-commerce.
2.6 Challenges of E-Commerce to Customers
Although a notable adoption of e-commerce has been around the world, there is
still resistance in some parts of the world (Govinnage & Sachitra, 2019).
Fundamentally, privacy, security, lack of trust, risk perceptions are amongst issues
labelled as responsible for deterring customers’ e-commerce acceptance
(Lamberton & Stephen, 2016; Rahman, Khan & Igbal, 2017; Kim & Peterson,
2017).
2.6.1 Lack of Trust
Selma and Amor (2021) advance that privacy and security issues have been the
major reasons of not trusting e-commerce. Resultantly, many customers prefer
buying in-store rather than online (Dachyar & Banjarnahor, 2017). By the same
token, Arora and Kaur (2018) stress that lack of trust online has been largely
attributed to customers’ experiences regarding security and safety related risks. In
fact, as Khan (2019) as well as Normalini and Ramayah (2019) claim, reducing
security related issues greatly influence customers’ future behavioural acceptance
of e-commerce particularly in the retail sector and the society at large.
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2.6.2 Perceived Online Security Risks
The behaviour of customers has been greatly affected by their perceptions on

risks. As viewed by Govinnage and Sachitra (2019), risks are beliefs of an
uncertain event or outcome occurring as a result of online transactions. The more
the perceived risks, the more the chances customers are less likely to engage on
e-commerce. As Rahman, Khan and Igbal (2017) note, risk perceptions are
reduced through enhanced trust. The higher the level of trust customers holds
about the retailer, the more they are motivated to buy online. Similarly, Bebber,
Milan, De Toni, Eberle and Slongo (2017) recommend that unless retailers make
concerted efforts to address privacy, safety and security issues, customers’
attitude to online shopping, will continue to be negative. For instance, customers
believe huge personal data is increasingly harvested, used as well as shared
amongst third parties, without their consent (Selma & Amor, 2021).
2.6.3 Perceived E-Commerce Costs
Khan (2019) declares that, in most developing economies, the cost of internet has
been described as very high comparable to its developed counterparts. In
essence, a recent study by Selma and Amor (2021) revealed that in Algeria
(Africa), 5% tax is charged on e-commerce versus 2% charged in France (Europe),
a scenario that discourage customers adoption and usage. As Abdinoor and
Mbamba (2017) emphasise, customers can only derive relative advantages from
a new technology only it is cheaper in comparison to the traditional channel or they
may not accept it. As stressed by Alkhaldi (2019), the perceived costs of using e-
commerce involves access costs, equipment and transaction costs, like buying
data bundles for internet. By and large, all these e-commerce costs, play an
important role in influencing customers e-commerce acceptance behaviour
(Shankar & Kumari, 2016).
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2.6.4 Complexity of E-commerce
The degree to which e-commerce is perceived to be relatively difficult to use has

great impact on its acceptance by customers. As Alam, Susmit, Lin, Masukujjaman
and Ho (2021) note, customers find a new technology like e-commerce usefulness
if they perceive it to be ease of use, without difficulties. Buttressing this view, the
existence of poor network reception access, for instance, has been adding to the
complexity of e-commerce usage, mostly in developing economies which have
obsolete or poor infrastructural facilities (Usman, 2021).
2.6.5 Lack of E-Commerce Awareness
Similar to any new technology, lack of awareness has been regarded one of the
reasons why customers are deterred from accepting e-commerce. As Alkhaldi
(2019) stresses, awareness on the benefits and risks of e-commerce can influence
customers’ acceptance. Customer awareness of e-commerce services has been
found to be significantly linked to perceived ease of use as well as usefulness and
subsequently their acceptance (Hogue & Boateng, 2017; Abu-Shanab, 2017;
Alkhaldi, 2019). Likewise, Masocha and Dzomonda (2018) and Shatat (2017)
concur to this view, adding however that lack of education as well as knowledge
dissuade acceptance of e-commerce. By the same token, Bhatt and Bhatt (2016)
also revealed that lack of awareness seriously discourages customers’ acceptance
of e-commerce.
2.7 Strategies to Promote E-commerce
2.7.1 Government and Legal frameworks
Selma and Amor (2021) declare that robust e-commerce legal frameworks play an
important role in promoting its usage. These include laws that protect consumers
online, combat and deal with misleading, privacy and copyright issues, fraudulent,
unfair trading practices as well as violations of telecommunications laws and
regulations, among others (Bhatt & Bhatt, 2016; Abu-Shanab, 2017) Further, the
government’s policies on upgrading e-commerce infrastructure, services, fair
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online costs or transactions and services, among others, also promote the
acceptance of e-commerce by customers (El Watan, 2019a).
2.7.2 Favourable Tax Policies
Selma and Amor (2021) stressed that in developed where e-commerce is striving,
e-commerce tax should be less than 2%. Similarly, Tir (2018), high e-commerce
tax of more than 5% has been one of the obstacles of e-commerce adoption and
acceptance. As such, reducing taxes may go a long way in promoting the
acceptance of this novelty channel (Tir, 2018; El Watan, 2019a).
2.7.3 Addressing Privacy and Security Issues
Ananda, Sonal and Al Lawati (2020) assert that as security issues continues to be
a cause for concern in e-commerce, addressing website security, reputation and
privacy issues, have increasingly become imperative to build trust and confidence.
As such, Bhatt and Bhatt (2016) as well as Hernandez and Mazzon (2017)
advance that building trust and confidence on websites through securing data,
reliable and quality information positively influence e-commerce acceptance.
2.7.4 Promoting Awareness
Despite experiencing exponential growth and attention across the globe in the
recent past, (Tining & Pribadi, 2020), e-commerce has not had the same take-off
in developing nations, due to lack of awareness. To that end, Amutha (2016) and
Ananda, Sonal and Al Lawati (2020) advance that concerted steps should be taken
by retailers to create awareness with regard to e-commerce, its usage and risks
thereof.
2.8 E-Commerce in Developed Economies
Bhat and Darzi (2019) claim that in developed economies, the frontiers of e-
commerce are United States of America, China, Japan, India and Germany
contributing to approximately US$10 billion in sales in 2019, collectively. Further,
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Kleisiari, Duquenne and Vlontzos (2021) projected the figures to reach over 700
billion Euros in 2020, due to the impact of COVID 19 crisis on trade. Promoting
trust, confidence, network security, ease of use of online platforms and website
quality, have been pointed out as the main motivators of e-commerce acceptance
(Oliveira, Thomas, Baptista and Campos, 2016; Lee, Ahn, Song and Ahn, 2018;
Parveen & Priya, 2019).
2.9 E-Commerce in Africa
Rahman, Khan and Igbal (2017) avow that though the influence of e-commerce
has been significantly effective in developed economies, it has been on the
contrary, in developing nations. In fact, e-commerce is still limited and numerous
factors are attributing to this shopping trend despite over 3 billion owning mobile
phones in developing nations (Alkhaldi, 2019). In equal measure, in the Sub-
Saharan region of Africa, particularly in Zimbabwe, e-commerce uptake has
remained slow and pipe dream for many retailers (Makochekanwa, 2016).
According to Khan (2019) however, in developing nations, perceived usefulness,

ease of use, security risks, social influence, privacy as well as lack of trust have
been labelled as the main culprits influencing e-commerce acceptance.
Furthermore, lack of awareness, trustworthiness, website features as well as
computer efficacy was also added as influential factors to e-commerce (Fawzy &
Esawai, 2017; Shatat, 2019).
2.10 Empirical Review
Although the factors that influence e-commerce acceptance have been extensively
studied around the world, limited studies have been conducted in developing
nations (Bhat & Darzi, 2019). Nevertheless, from those carried out, the results
have been inconclusive, for instance:
In Asia, Rahman, Khan and Igbal (2017) conducted a study on motivations and
barriers to purchasing online in Pakistan amongst 859 customers. Questionnaires
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were used and results revealed that trust, data privacy as well as hedonic and
utilitarian values significantly influence customer acceptance of e-commerce.
Similarly, in India, Sachdeva, Narwal and Kant (2018) conducted a study on factors
affecting e-commerce usage among customers in Haryana Region. Using
multistage sampling technique to gather data, it was exposed that awareness,
ease of use, reliability, addressing complaints and building cordial relationships,
among others, are the critical determinants influencing customers e-commerce
purchasing acceptance.
In South Africa, Moeti, Mokwena and Malebana (2021) investigated the

acceptance and use of online shopping, among customers in Limpopo Province.
A quantitative research method though questionnaires was employed to gather
data. The findings established that e-commerce offers easy access, convenience
and eliminating geographical boundaries, among others. Perceived, compatibility,
complexity as well as awareness and security concerns were found to significantly
influence customers’ e-commerce acceptance.
2.11 Research Gap
In developing economies, particularly in Africa’s Sub-Saharan Region, studies

related to factors influencing customers’ acceptance of e-commerce have been
limited. Most importantly, in Zimbabwe, to the best of knowledge, there is death on
such similar studies thereby creating a knowledge gap. Related studies that have
attempted in Zimbabwe focused on drivers of mobile money services adoption and
their impact on the performance of Small and Medium Enterprises (SMEs) in
Zimbabwe. In light of this research gap, the following conceptual framework was
developed.
C71161 - AMRR402H Page 21 of 77
Independent Variables (IV) Dependent Variable (DV)
Perceived Security Risks
Perceived Costs
E-Commerce
Complexity Acceptance
Awareness
Trust
Figure 2.11-1: E-Commerce Conceptual Framework.
Source: Writer (2021).
2.12 Chapter Summary
This chapter has reviewed literature related to factors influencing customers’

acceptance of e-commerce as propounded by various authorities. It was however
exposed that there are limited studies on the subject matter, particularly in the retail
hardware sector in Zimbabwe. Though strides have been undertaken in developed
economies, the findings have been inconclusive and may not be compatible to
Zimbabwe retail settings, hence creating a research gap. The succeeding chapter
however, delved into the research design and methodology.
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CHAPTER 3: RESEARCH METHODOLOGY AND DESIGN
3.1 Introduction
The preceding chapter has critically covered literature review related to factors
influencing customers’ acceptance of e-commerce. It came out that there is dearth
on studies establishing these factors in the conditions of Zimbabwe, in general,
Masters, in particular. In addition, studies that that have been conducted have
been inconclusive hence a research gap. This chapter however delved into the
research design and methodology in line with the following research objectives
stated in chapter one:

Hardware.

e-commerce.

3.2 The Research Approach/Method
Rajasekar, Philominathan and Chinnathambi (2013) regard a research approach

as techniques as well as methods for gathering important data for a business
problem. Creswell (2014) claims that three approaches exist in research and
include qualitative, quantitative and mixed. In this study however, a hybrid
approach (mixed) was chosen. Though quantitatively inclined, the study integrated
some qualitative elements to promote quality findings. The qualitative approach
precedes the quantitative approach.
C71161 - AMRR402H Page 23 of 77
3.2.1 Mixed Method Research
Creswell and Clark (2011) view a mixed method as the synergy of collecting
qualitative and quantitative data. As asserts by McGivern (2013), a qualitative
approach enables the researcher to understand in-depth as to how and why certain
events occur as they do. Putting other way, rather than measurement, qualitative
data is information which content rich with regard to people’s motivations,
perceptions and experiences as they live (Cooper & Schindler, 2014). Buttressing
this notion, Marshall and Rossman (2011) stress that the qualitative approach
attempts to explore and understand the society’s meanings and attachment to
problems. As such, the qualitative approach was employed to unearth issues
regarding factors influencing the acceptance of ecommerce in detail from the
management of Masters, using interviews.
On the other hand, the quantitative research approach was utilised to collect data
Masters’ customers using questionnaires. As advanced by Creswell (2014), a
quantitative approach’s main objective is to test a theory by examining variables
that are related, using research instruments. By the same vein, McGivern (2013),
concurs that quantitative research aim to measure the attitude, behaviour,
knowledge or opinions, for example, regarding factors influencing e-commerce
acceptance. In fact, Kolb (2008) adds that in quantitative research, statistical and
numerical analysis is involved to measure respondents’ views.
3.3 The Research Design
Saunders, Lewis and Thornhill (2009) suggest that research design entails the
entire strategy for answering to research questions. It is actually regarded as a
blueprint aimed at presenting answers to the objectives of the study Cooper &
Schindler, 2014). Though Smith and Albaum (2012) concurring to the above view,
they argue however that the research design should endeavour to succinctly
outline data collection procedures and methods for answering the research
problem. In light of that, Kothari (2011) emphasises that the wording and or crafting
of the objectives or questions determines the type of research design to be used.
C71161 - AMRR402H Page 24 of 77
There are numerous research designs that are at researcher’s disposal, ranging
from descriptive to explanatory, exploratory and case studies, among others
(Zikmund, 2013; Cooper & Schindler, 2014).
In this study, however, informed by the mixed approach, descriptive as well as

exploratory designs were opted.
3.3.1 Descriptive Research Design
According to Kolb (2008) and McGivern (2013), a descriptive research design aims
to provide answers to questions which are quantitative in nature. It essentially,
attempts to provide an overview of the larger market picture by generating people’s
events and events using figures or statistics (Creswell, 2014). McGivern (2013)
stresses however that a sample relatively large should be chosen in order to make
generalised and probabilistic conclusions of the surveyed population. As such, a
descriptive survey was used to gather numerical data regarding factors affecting
customers’ acceptance of e-commerce in Masters retail hardware.
3.3.2 Exploratory Research Design
According to Cooper and Schindler (2014), exploratory research is utilised to

identify a research problem, determine its nature and describe issues involved. In
essence, exploratory research seeks to dig deeper into the beliefs, needs,
motivations values, behaviours desires, opinions and attitudes of the people (Kolb,
2008). As such, the exploratory design was appropriate for gathering qualitative
data Masters Management on factors influencing customers’ acceptance of e-
commerce Zimbabwe’s retail hardware sector.
3.4 Data Gathering Tools
McGivern (2013) advances that there are basically two broad and common data
gathering instruments, namely; quantitative interviews (questionnaires) and
qualitative interviews (interview guides). However, Fisher (2010), opines that it is
imperative to use gathering tools that produce quality results. As such, in line with
C71161 - AMRR402H Page 25 of 77
the hybrid research method adopted for this study, both questionnaires and
interviews were employed to enhance reliability and validity
3.4.1 Questionnaires
Malhotra (2010) asserts that a questionnaire is a tool which contains standardised

and well-structured questions for collecting data from a relatively large sample of
respondents. This tool enables the researcher to control the emotions and
judgements of the respondents (Shiu, 2009). Furthermore, a questionnaire is a
less expensive tool comparable to interviews and it provides respondents with
enough time to respond (Kothari, 2011).
To that end, structured and standardised self-completion questionnaires were

used to collect data from the Masters customers, administered using emails. Both
open-ended and closed types of questions were used. A five (5)-Point Likert-scale
was used as levels of measurements for the responses were 1 signifies strongly
disagree while 5 denotes strongly agree. Further, nominal scale pre-coded scales
of 1 for ‘Yes’ and 2 for ‘No’ (See Appendix 1 herein attached).
The survey questionnaire for customers was composed of four sections, A to E.

Section A consisted of five (5) questions to collect customers’ demographic data.
These include gender, age, educational level, income and employment status.
Section B had three (3) questions which sought to establish customers view on e-
commerce platforms. Section C had three (3) questions to solicit customers’ views
in relation to the benefits of e-commerce. Section D had five (5) questions to
establish customers’ views regarding obstacles of e-commerce. Section E had four
(4) questions to establish strategies that can be adopted to promote e-commerce.
The table with questions and sources per objective is shown on Table 1 below.
Table 3.4.1-1: Table of Questions and Sources per Objective.

C71161 - AMRR402H Page 26 of 77
Objectives 1. To ascertain 3. To establish 4. To determine

e-commerce 2. To determine obstacles possible
platforms the merits of being strategies that
adopted by Masters e- encountered can promote
Masters Paint commerce to by customer customers’
and customers. when using e- adoption of e-
Hardware. commerce. commerce.
Literature Delic, Q Govinnage & Q1 Selma and Q1 Selma and Q1

Knezevic and 6 Sachitra, 0 Amor (2021) 3 Amor (2021) 8
Duzevic (2019) Dachyar & Bhatt & Bhatt
Review/ (2017) Q Susanty, Banjarnahor (2016)
Duzevic, Delic 7 Handoko & (2017). Abu-Shanab
Question & Knezevic Nia (2020). Arora and (2017)
(2016) Q Kartiwi et al. Kaur (2018) El Watan
s 8
Lee and Wong (2018) Khan (2019) (2019a)
(2016) Normalini and
Q
Koenaite, Ramayah
9
Chuchu & de (2019)
Villiers (2019).
Ramavhona &
Mokwena,
(2016)
Khan (2019).
Koe and Q1 Govinnage Q1 Selma & Q1

Sakir (2020) 1 and Sachitra 4 Amor, (2021) 9
Selma & (2019) Tir (2018).
Amor (2021). Rahman, El Watan
Kartiwi et al., Khan and (2019a)
(2018). Igbal (2017)
Bebber et al.
(2017)
Selma &
Amor, (2021)
Q1
Selma & 2 Khan (2019) Q1 Ananda, Q2
Amor Selma and 5 Sonal and Al 0
(2021). Amor (2021) Lawati (2020)
C71161 - AMRR402H Page 27 of 77
Kleisiari, Abdinoor and Bhatt and

Duquenne Mbamba Bhatt (2016)
and (2017) Hernandez
Vlontzos Alkhaldi and Mazzon
(2021) (2019) (2017)
Habib & Shankar &
Hamadneh, Kumari
(2021). (2016)
Tining &
Alam et al. Q1 Pribadi, Q2
(2021) 6 (2020) 1
Usman, Amutha
(2021) (2016)
Ananda,
Sonal and Al
Lawati (2020)
Alkhaldi Q1
(2019) 7
Hogue &
Boateng,
2017;
Abu-Shanab,
(2017)
Alkhaldi
(2019)
Masocha and
Dzomonda
(2018)
Shatat (2017)
Number 4 3 5 4
of
Question
s
Data Questionnaire Questionnair Questionnaire Questionnaire

s e s s
Collectio Interviews Interviews Interviews Interviews
n Tool (s)
C71161 - AMRR402H Page 28 of 77
Data Descriptive Descriptive Statistics Descriptive Statistics Descriptive Statistics

Statistics presented presented through presented through presented through
Analyses through frequency frequency tables and frequency tables and frequency tables and
tables and graphs graphs. graphs graphs
Thematic analysis of Thematic analysis of Thematic analysis of Thematic analysis of

qualitative data qualitative data qualitative data qualitative data
3.4.2 Interviews
Unlike a questionnaire, an interview is regarded as a research tool for gathering

content-rich, detailed as well as in-depth qualitative data (Cooper & Schindler,
2014). The object of interviews is building a holistic snapshot of people’s views,
allowing them to express themselves (McGivern, 2013). Kolb (2008) however
argues that interviews can be either intercept, expert or in-depth in nature.
This study used interviews to find out in-depth views, opinions, behaviour and
attitudes with the management of Masters in Harare. Only open-ended questions
were designed on an interview guide or schedule.
3.5 Sample Population, Sampling Approach and Sample
3.5.1 Sample Population
Majid (2018) defines a sample population as a group of interest which the

researcher intends to study and where the sample will be drawn from. Creswell
(2014) defines population as entailing events, people or records which is pee
research problem. Likewise, Sivnarain (2010) and McGivern (2013) refer to
population as consisting of human subjects or firms important in a study. In fact,
Smith and Albaum (2012) view population as the entire set of elements that form
part of the report constitute a research population.
In that regard, a total of one thousand one hundred respondents (1000) in Harare
formed the target population of the study. It comprised of Masters management as
C71161 - AMRR402H Page 29 of 77
well as its customers male or female, who have shopped at Master’s Graniteside
branch in the past six month-period, aged above 18 and who would have
subscribed for their newsletter’s facility. The sampled population was based on
geo-demographic segmentation and that one way or the other they have used
Masters e-commerce platforms to purchase products. The study population
targeted people who resided in Harare, Zimbabwe.
3.5.2 Sampling Approach
There are basically two approaches to sapling, namely, probability and non-
probability (McGivern, 2013). The study, however, adopted the probability
sampling technique.
3.5.2.1 Probability Sampling Technique
Equally termed random sampling, probability sampling as a technique entail

providing every respondent an opportunity to be chosen from a given target
population (McGivern, 2013). As aptly put by Babbie (2010), it is a process of
choosing a representative sample from the target population. In essence, stratified,
simple, cluster and systematic, are the main probability techniques. This study
however employed
Stratified random sampling was however chosen in order to classify respondents

as strata, that is, customers as well as Masters Management. Using the
organisation’s customers database, as sampling frame, eligible respondents were
chosen and then randomly chosen to achieve the representative sample size.
3.5.3 Sample Size
A sample is a portion of the target population (Cooper & Schindler, 2014). Simply
put, a sample is the number of people drawn from the target population (Marshall
& Rossman, 2011). It is not simple to determine a sample size of a study. Babbie
and Mouton (2005) advance however that a sample size between 10 and 20% of
the target population would suffice. A sample size of one hundred participants was
C71161 - AMRR402H Page 30 of 77
therefore drawn as a fair representation of the target population as shown on Table

3.5.3.1 below.
Table 3.5.3-1: Sample Size Distribution of Respondents.
Stratum (Role) Total Population Sample Size Instrument

(TP) (10% of TP)
Customers 950 95 Questionnaires
Employees/Management 50 5 Interviews
TOTAL 1 000 100
3.6 Data Analyses
Data analysis is the processing of editing and reducing huge data into manageable
size, summarising as well as establishing trends using statistical methods
(McGivern, 2013). Simply put, the process entails converting data into information
to establish existing trends (Cooper & Schindler, 2014). As such, quantitative data
was analysed using Statistical Package for Social Sciences (SPSS) univariate and
bivariate descriptive analysis. Responses were presented as frequency counts,
distributions as well as descriptive statistics, on tables, bar charts and pie charts.
On another hand, qualitative data was thematically analysed to buttress
quantitative findings.
3.7 Technical and Quality Issues
3.7.1 Validity, Reliability and Generalisability
3.7.1.1 Validity
According to the IMM Graduate School Study Guide (2021) validity refers to the
capability of the research to measure with accuracy what it claims to measure. An
instrument is only valid when it produces accurate results about the research
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problem (Creswell, 2014). Hence, to ensure validity simple words, English

language was used. Non-leading and suggestive questions were used in both
interviews and the survey. To enhance external validity, a pilot study was carried
out with ten (10) customers through questionnaires and two (2) interviews via zoom
were performed with the internal marketing and sales managers to establish to
check for common themes.
3.7.1.2 Reliability
McGiven (2013) regards reliability as the ability of the research to generate similar
research findings when conducted by different researchers. It measures
consistency, repeatability, and trustworthiness of a research (Wild & Diggines,
2015). Reliability was ensured through pre-testing and post-testing of the
instrument to establish errors which were then corrected before final
administration.
3.7.1.3 Potential Bias
Bias refers to the variance with regards to what was expected to be attained versus
what was obtained when independent measures have been used (Smith & Albaum
(2012). Simply put by McGivern (2013), bias is an error which twists the scientific
investigation thereby compromising the quality of the research results. In that case,
bias was countered by randomising, blinding as well as properly designing the
survey questionnaire for instance allocating relatively similar questions to an
objective.
3.7.1.4 Ethical Issues/Confidentiality
Ethics refers to a set of principles that direct the professional conducting of

researches (Saunders Lewis & Thornhill, 2009). Similarly, McGivern (2013) view
ethics as rules of the game that govern the conducting of social and business
research. Research ethics are norms, values and laid down practices to be
adhered by researchers (Cooper & Schindler, 2014).
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In this study, the researcher therefore observed the confidentiality, voluntary

participation privacy as well as informed consent of respondents. In particular, to
ensure that these ethical issues were observed and adhered to, the researcher
provided a cover letter to the survey questionnaire. The cover letter explained to
the respondents that they were chosen to participate in the survey using their
personal details in the company’s database. It was also highlighted to them that
participation in the survey was absolutely at own volition and that one can withdraw
at any stage. It also explained that the information collected was to be used purely
for academic reasons and was to be kept safe. More so, in an endeavour to uphold
confidentiality of the information, participants were advised that they should not
write their names on the survey (See Appendices 1 attached).
3.7.1.5 Limitations
Interviews with Masters management presented some challenges as they are

always with strategic meetings. To that end, the total number interviewed scaled
down to three (3) out of the five (5) initially projected.
In the same vein, due to the sensitive and confidential nature of some strategic
issues concerning the topic, obtaining such information presented some
challenges and that affects the quality of the study.
3.7.1.6 Pilot Testing of Tools
Pilot testing refers to the pre-checking of the data gathering tools to ensure that
they produce the intended results, hence its reliability and validity (Copper &
Schindler, 2014). Essentially, pilot study attempts to reduce as many errors and
flaws as possible that may have cropped-in during questionnaire designing stage
before distributed to the entire sampled population (McGivern, 2013). In that
regard, a piloting of the questionnaires were send to ten (10) customers based in
Harare, using their emails details in the company database. In the same manner,
two (2) interviews via zoom were performed with the internal marketing and sales
C71161 - AMRR402H Page 33 of 77
managers to establish to check for common themes. Accordingly, any words

purporting to carry different meanings were changed or corrected before the final
administration of the instruments.
3.8 Chapter Summary
This chapter discussed the research design and methodology. In particular, the
appropriate approaches, research instruments, population and ethical
considerations to be observed, among others. The following chapter however
covered results and discussion obtaining in the field.
C71161 - AMRR402H Page 34 of 77
CHAPTER 4: RESULTS AND DISCUSSION
4.1 Introduction
The previous chapter discussed the research design and methodology. In

particular, the appropriate approaches, research instruments, population and
ethical considerations to be observed, among others. This chapter however
covered results and discussion obtaining in the field guided by the following
research objectives:

Hardware.

e-commerce.

4.2 Response Rate and Demographics
4.2.1 Response Rate
Questionnaires were administered to ninety-five (95) customers via emails.

However, (5) questionnaires were not returned. To that end, 95% response rate
was attained. Only customers who were based in Harare and who buy at Masters,
above 18 years, both male and female were sampled. On the other hand, three
(3) interviews were conducted with the management of Masters out of the five (5)
projected thereby achieving 60% response rate.
4.2.2 Demographic Data

Demographic profile of customers in this study included education, employment
status, age-group, gender and income level. Ninety (90) customers’ data was
quantitatively analysed and three (3) management data was qualitatively analysed.
C71161 - AMRR402H Page 35 of 77
Question 1: Gender of Respondents
Table 4.2.2-1: Gender Distribution of Respondents.
Source: Survey Results (2021).

Cumulative
Option (s) Frequency Percent Valid Percent Percent
Valid Male 62 69 69 69.0

Female 28 31 31 100.0
Total 90 100.0 100.0
The distribution of respondents by gender indicates that males constitute the

majority compared to their female counterparts as depicted on Table 4.2.1.1
above. This survey provides an important insight that men purchase hardware
products through e-commerce more than women. Masters target market is largely
men.
Question 2: Age-Group of Respondents

N=90
50
40
Respondents
30
20 45
4.5
10 27
13.5
0
18-25 26-35 36-45 46+
Age-Group (Yrs)
Figure 4.2.2-1: Gender Distribution of Respondents.
Figure 4.2.2.1 above illustrates that the distribution of respondents by age-group

distribution is relatively close for 18-25 years and 26-35 years groups. However,
C71161 - AMRR402H Page 36 of 77
the 18-25 years age-group has the highest age-group of the respondents. This
finding provides a crucial insight that Masters target market group in Zimbabwe is
largely the middle-aged as those below 45 years constitute 95% of the target
population. This group is the most active with regard to e-commerce usage.
Question 3: Highest Level of Education of Respondents
Table 4.2.2-2: Education Level of Respondents.

Valid Cumulative
Option (s) Frequency Percent Percent Percent
Valid Primary 2 2.2 2.2 2.2

Secondary 10 11.1 11.1 13.3
Cert/Dip. 55 61.1 61.1 74.4
Degree 20 22.2 22.2 96.6
Other 3 3.4 3.4 100.0
Total 90 100.0 100.0
The education level distribution of respondents portrays that those with Certificates
or Diplomas constitute the majority, followed by those with degrees as Table
4.2.1.2 shows. It can hence be inferred that Masters target group is knowledgeable
and can easily understand e-commerce processes.
Question 4: Employment Status of Respondents. N=90

C71161 - AMRR402H Page 37 of 77
Self-Employed
14%
Employed
7%
44% Unemployed
22% Student
13% Pensioner
Figure 4.2.2-2: Employment Status of Respondents.
Figure 4.2.1.2 above indicates that the distribution of respondents by employment

status is quite similar amongst the employed and pensioners. However, the self-
employed represent the largest share of respondents. It can therefore be assumed
that Masters target market is largely informally employed. This segment of the
market does not bank its money and buys most of products using hard cash than
electronic means.
Question 5: Annual Level of Income of Respondents
Table 4.2.2-3: Annual Income Level of Respondents.
Valid Cumulative
Valid Less 5000 45 50 50 50

5000-10000 21 23 23 73
10000-15000. 14 16 16 89
15000-20000 7 8 8 97
20000+ 3 3 3 100.0
C71161 - AMRR402H Page 38 of 77
Total 90 100.0 100.0
Table 4.2.1.3 above illustrates that the distribution of respondents by income is

similar for who earn between USD5000-10 000 and USD10 000-15000. However,
those who earn less than USD5000 are the largest category. It can therefore be
reasoned that Masters target market do not earn much. Low incomes influence
customers’ online purchase decisions as costs incurred during transactions are too
high. Customers are not prepared to incur extra costs from their meagre incomes
(Shankar & Kumari, 2016).
4.3 Discussion of E-Commerce Platforms Adopted
4.3.1 Survey Results
Question 6: Frequency of E-commerce Usage
Table 4.3.1-1: Frequency of e-commerce usage.

Valid Cumulative
Valid Once a Week 5 6 6 6

Twice a Week 10 11 11 17
Once a Month 14 16 16 33
Once in 6 months 61 67 67 100
Total 90 100.0 100.0
Table 4.3.1.1 shows that the majority of respondents purchase products using e-
commerce at least once in 6 months, followed by those who use it once a month.
It can hence be noted that Masters customers rarely use e-commerce when
purchasing hardware products.
Question 7: E-Commerce platform used

C71161 - AMRR402H Page 39 of 77
Table 4.3.1-2: E-commerce platform used.

Valid Cumulative
Valid Computer Based 30 33 33 33

Mobile Based 52 58 58 91
Both 8 9 9 100.0
Total 90 100.0 100.0
Table 4.3.1.2 depicts that the majority of respondents utilise mobile based platform
to perform e-commerce. It can therefore be deduced that Masters target customers
transact using mobile phones. This finding is in sync with that of Koenaite, Chuchu
and de Villiers (2019) who exposed that as more and more people own mobile
technologies nowadays, mobile e-commerce has increasingly become popular.
Question 8: Attitude towards Masters’ E-commerce
Table 4.3.1-3: Attitude towards Masters’ e-commerce

Valid Cumulative
Valid Negative 87 97 97 97
Positive 3 3 3 100.0
Total 90 100.0 100.0
The majority of the respondents indicated that their attitude towards e-commerce
is negative. Only 3% was on the contrary. It can hence be deduced that Masters
target market are unhappy with its e-commerce platform.
4.3.2 Interview Results

Responses were obtained from Masters Branch Manager, Sales and Marketing
Manager and Account Executive. The three concurred that the majority of
C71161 - AMRR402H Page 40 of 77
respondents use the mobile phones to perform e-commerce transactions. This

view links very well with that of customers on Question 7 that they prefer mobile
phones to computers when transacting online.
4.3.3 Summary of E-Commerce Platforms Adopted
This objective sought to ascertain the e-commerce platforms adopted by Masters.

The survey results exposed that mobile-based platform is the commonly used by
customers. This view was also echoed by the management, commenting that the
development has been necessitated by the significant growth of mobile
technologies. However, customers’ usage of e-commerce remains depressed due
to various factors as evidenced by transacting once in six months. Their attitude
has increasingly become negative towards e-commerce.
It is critical to note that though mobile phones have brought mobility convenience
to customers, the perceived costs like access and transaction costs of buying
internet data bundles, are too high and discouraging (Abdinoor & Mbamba, 2017;
Shankar & Kumari, 2016; Alkhaldi, 2019).
4.3.4 Discussion of Merits of E-Commerce to Customers
Questions 9, 10 and 11.
Table 4.3.5-1: Merits of E-Commerce to Customers.
Note: SD - Strongly Disagree; D- Disagree; N- Neutral; A- Agree; SA- Strongly Agree.
Variables SD D N A SA
6% 11.% 10% 53% 20%
Time and Costs Savings
Products and Services Availability 3% 7% 5% 50%

C71161 - AMRR402H Page 41 of 77
35%
Customer Convenience 7% 13% 6% 55% 19%
Survey results on Table 4.3.5.1 shows that the views of the respondents with
regard to benefits of e-commerce are quite similar for all the variables between
those who agree and strongly agree. However, with regard to time and costs
savings benefit, the majority of the respondents indicated that they agree that e-
commerce saves time and costs of travelling. Similarly, the majority of the
respondents strongly agree that e-commerce provide them with a variety of
products and services. In equal measure, the majority of the respondents agree
that e-commerce provide them with great convenience compared to the traditional
method.
All the three management personnel pointed out that the major reason for
embracing e-commerce platform has been to provide convenience, reduce time
and costs as well as offer a wide array of products and services. This finding links
well with the sentiments of the customers regarding the benefits of e-commerce.
4.3.7 Summary of Merits of E-Commerce to Customers
This objective sought to determine the merits provided by e-commerce to

customers. The survey results revealed that customers enjoy the convenience,
products and services availability as well as time and costs savings that e-
commerce offer comparable to the traditional brick and mortar method of shopping.
This was also highlighted by Masters Management as the core benefits that
prompted their embracing of e-commerce platform. The organisation seems to be
doing quite well in this regard. In sync with earlier findings, convenience, speedy,
flexibility, time and cost savings, wide product range viewing and comparing prices
are the major benefits to be ever offered by e-commerce to customers (Govinnage
& Sachitra, 2019; Kartiwi, Hussin, Mohd, Mohamed and Amin, 2018).
C71161 - AMRR402H Page 42 of 77
4.4 Discussion of E-Commerce Challenges to Customers
Questions 12, 13, 14, 15 and 16
Table 4.4.1-1: E-Commerce Challenges to Customers
6% 11.% 10% 52% 21%
Lack of Trust
Perceived Online Security Risks 4% 35%
9% 1% 53%
Perceived Costs of E-Commerce 7% 10% 6% 58% 19%
8% 12% 8% 58% 14%

Complexity of E-Commerce
4% 5% 8% 23% 60%
Lack of E-Commerce Awareness
The survey results on Table 4.4.1.1 highlights that the views of the respondents
with regard to challenges customers face when using e-commerce are relatively
the same for those who agree and strongly agree. However, with regard to lack of
trust, the majority of the respondents indicated that they agree that e-commerce
lack trust compared to the traditional method. In the same vein, the majority of the
respondents strongly agree that e-commerce is associated with high security risks
which discourages them to accept it. Equally, the majority of the respondents agree
pointed out that e-commerce costs are exorbitant. The majority of respondents
also labelled e-commerce as too complex, involving many processes during
transacting. Likewise, the majority of the respondents said they lack awareness of
e-commerce hence negative attitude over it similar to other online platforms.
C71161 - AMRR402H Page 43 of 77
The three management personnel concurred to the view that though e-commerce
has brought quite a number of benefits to customers, it has come with its own
share of challenges and these include, lack of trust, scepticism about security risks,
online costs and to some extent its complex nature. However, the management
highlighted that this maybe a result of limited awareness on e-commerce to
conscientise customers on its benefits and associated risks.
4.4.3 Summary of E-Commerce Challenges to Customers

This objective sought to establish obstacles encountered by customers when using
e-commerce. It was exposed that lack of trust, scepticism about security risks,
online costs as well as the complexity of e-commerce are the deterring customers’
acceptance. This is in tandem with the findings by Govinnage and Sachitra (2019)
that though a notable adoption of e-commerce has been around the world, there
is still resistance in some parts of the world, due to privacy, security, lack of trust,
risk perceptions are amongst issues labelled as responsible for deterring
customers’ e-commerce acceptance (Lamberton & Stephen, 2016; Rahman, Khan
& Igbal, 2017; Kim & Peterson, 2017). However, the organisation seems to be
underperforming with regard to awareness campaigns in order to reduce these
fears and phobias customers hold, hence the slow uptakes.
4.5 Discussion of Strategies to Promote E-Commerce Acceptance
Question 17, 18, 19 and 20
Table 4.5.1-1: Strategies to Promote E-Commerce Acceptance.
C71161 - AMRR402H Page 44 of 77
Government and Legal Frameworks 6%

6% 10% 30%
48%
7% 5% 6% 52% 30%
Favourable Tax Policies
Addressing Privacy and Security Issues 8% 2% 2% 60% 28%
2% 6% 8% 20% 64%
Promoting Awareness
The survey results on Table 4.5.1.1 shows that the views of the respondents with
regard to strategies that can promote e-commerce acceptance are similar for those
who agree and strongly agree. However, with regard to government and legal
framework, the majority of the respondents agree that robust e-commerce laws
that protect customers online promote their usage of e-commerce. By the same
token, the majority of the respondents agree that favourable charges or costs
(taxes) for e-commerce should be reduced. Likewise, the majority of the
respondents agree and strongly agree that addressing privacy and security risks
through awareness campaigns can go a long way in promoting e-commerce
usage.
The majority of the management concurred with the views of the customers adding
however that government should tighten and effectively implement cyber laws to
protect online customers from hackers.
4.5.3 Summary of Strategies to Promote E-Commerce Acceptance
This objective sought to establish strategies that promote customers e-commerce

usage. It came out that customers look forward to government’s intervention on
online protective laws, low taxes for e-commerce as well as addressing privacy
C71161 - AMRR402H Page 45 of 77
and security risks through awareness campaigns. As also revealed by Tir (2018),
El Watan (2019a) and Selma and Amor (2021) robust e-commerce legal
frameworks, reducing taxes and addressing website security, reputation and
privacy issues, have increasingly become imperative to build trust and confidence.
4.6 Chapter Summary
This chapter presented and discussed the results of the study in line with the
objectives. It was revealed that customers utilise mobile-based platform for their e-
commerce services. However, customers’ have a negative attitude towards e-
commerce as evidenced by their infrequent usage of at least once in 6 months.
Nevertheless, e-commerce was found to provide convenience, products and
services availability as well as time and costs savings comparable to the traditional
brick and mortar method of shopping. Though offering these benefits, the study
revealed that customers are still sceptical about e-commerce security risks, lack
and confidence and regard it as costly and complex to utilise. More so, the
customers are not fully conscientised of e-commerce platforms and associated
risks. However, robust legal frameworks, low taxes for e-commerce as well as
addressing privacy and security risks through awareness campaigns can be
implemented to promote to build customers trust and confidence and subsequently
e-commerce acceptance. The following chapter however concluded and
presented recommendations of the study.
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CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
5.1 Introduction
The previous chapter presented and discussed the results of the study in line with
the objectives. It was revealed that customers utilise mobile-based platform for
their e-commerce services. However, customers’ have a negative attitude towards
e-commerce as evidenced by their infrequent usage of at least once in 6 months.
Nevertheless, e-commerce was found to provide convenience, products and
services availability as well as time and costs savings comparable to the traditional
brick and mortar method of shopping. Though offering these benefits, the study
revealed that customers are still sceptical about e-commerce security risks, lack
and confidence and regard it as costly and complex to utilise. More so, the
customers are not fully conscientised of e-commerce platforms and associated
risks. However, robust legal frameworks, low taxes for e-commerce as well as
addressing privacy and security risks through awareness campaigns can be
implemented to promote to build customers trust and confidence and subsequently
e-commerce acceptance. This chapter however concluded and presented
recommendations of the study in view of the problem statement that:
“Addressing factors hindering e-commerce adoption plays a vital role in

enhancing sales amongst retail hardware firms”.
5.2 Conclusions of the Study
E-commerce has increasingly become a critical marketing channel for promoting

the performance of firms particularly in the retail hardware industry. More so, with
the significant growth of mobile and internet penetration globally, the use of e-
commerce on mobile phones has been popularised. However, the uptake of e-
commerce in developing nations like Zimbabwe has been greatly affected by
various factors. These factors negatively influence customers to continue using the
traditional brick and mortar methods to e-commerce. To deal with these factors is
C71161 - AMRR402H Page 47 of 77
a serious challenge as some of them are external and beyond the control of the
organisation. Still, Masters should take these factors into consideration when
developing and embracing e-commerce platforms in order to motivate customers
to accept e-commerce.
E-commerce offers convenience, products and services availability as well as time

and costs savings to customers comparable to the traditional brick and mortar
method of shopping. Despite these benefits, the tremendous challenges
organisations like Masters continue to face include the accelerated pace of
technological innovations that comes along with its own complexities. More
technological innovations have increased the sophistry of online criminals,
threatening the security and privacy of online customers. Resultantly, customers
now lack trust and confidence and have become more sceptical to perform online
transactions. As such, websites need to emphasise on these security issues to
promote customers usage. In equal measure, the costs of e-commerce usage
need to be low to entice customers to use the platform.
Customers believe that robust legal frameworks, low taxes for e-commerce as well
as addressing privacy and security risks through awareness campaigns can go a
long way in building customers trust and confidence and subsequently promoting
e-commerce acceptance.
5.3 Recommendations of the Study
The following recommendations were made:
5.3.1 Stakeholder (Holistic) Approach
The organisation should engage critical stakeholders and policy makers to

promote e-commerce. These include the Government, the relevant ministry banks,
Reserve Bank of Zimbabwe, (RBZ), network service providers as well as other
regulatory bodies in order to increase investments and developments in
C71161 - AMRR402H Page 48 of 77
telecommunication infrastructural services and facilities that promote seamless e-

commerce in the country. The political will by the government go a long way in
developing adequate infrastructure for ICT related projects like e-commerce. This
was also buttressed by El Watan (2019a) who highlighted that government’s
policies on upgrading e-commerce infrastructure, services, fair online costs or
transactions and services, among others, also promote the acceptance of e-
commerce by customers
5.3.2 Favourable Laws and Policies
The enactment of enabling and relevant laws, regulations and policies that
advances the development of the society at large cannot be overemphasised.
These include cyber laws and their effective implementation to protect the rights
of customers online and the arresting of offenders. As Selma and Amor (2021)
recommend, robust e-commerce legal frameworks play an important role in
promoting usage. These include laws that protect consumers online, combat and
deal with misleading, privacy and copyright issues, fraudulent, unfair trading
practices as well as violations of telecommunications laws and regulations, among
others (Bhatt & Bhatt, 2016; Abu-Shanab, 2017).
5.3.3 Low Taxes on E-commerce
There is need for the government of Zimbabwe to reduce taxes on e-commerce as

these high costs negatively impact on customers’ usage of e-commerce. As
stressed by Selma and Amor (2021), in developed nations where e-commerce is
striving, e-commerce tax should be less than 2%. High e-commerce tax of more
than 5% discourages e-commerce adoption and acceptance (Tir, 2018). As such,
reducing taxes may go a long way in promoting the acceptance of this novelty
channel (Tir, 2018; El Watan, 2019a).
Regular consultations with should be done with the relevant authorities to ensure
that access costs, transaction costs as well as data bundle costs are kept low in
order to promote e-commerce acceptance in the country.
C71161 - AMRR402H Page 49 of 77
5.3.4 Increased Promotion of E-commerce
There is need for the organisation to increase its promotion of e-commerce

platforms to boost usage. Usage can be triggered by awareness if proper
education is rendered to users and the associated risks. As supported by Amutha
(2016) and Ananda, Sonal and Al Lawati (2020) concerted steps should be taken
by retailers to create awareness with regard to e-commerce, its usage and risks
thereof. This is quite important as some customers live in areas where Masters
does not have physical stores.
5.3.5 Addressing Privacy and Security Issues
There is need for the organisation to develop websites which are secured to guard
against theft of identity and private information. Customers do not trust online
platforms for fear of data theft from hackers. Hence, as Ananda, Sonal and Al
Lawati (2020) assert, dressing website security, reputation and privacy issues,
have increasingly become imperative to build trust and confidence.
5.4 Suggestions for future research
Future researches should attempt to investigate in depth the influence of each

critical stakeholder promoting e-commerce acceptance by customers in
Zimbabwe’s retail sector. It is also critical to widen the scope of the research to
other areas outside Harare as they are equally affected, using other convenient
methodologies.
5.5 Summary
This chapter has drawn conclusions of the study in sync with the findings obtaining
on the ground. It has also provided some recommendations and proposed areas
for further research to deal with factors affecting e-commerce usage in Zimbabwe
retail sector.
C71161 - AMRR402H Page 50 of 77
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Appendix 1: Questionnaire for Customers
Dear Sir/Madam
My name is GABRIEL T. CHIBANDA and I am student pursuing a Bachelor of

Philosophy (Honours) Degree in Marketing Management with IMM Graduate School. You
have been specifically chosen using Masters customer database to participate in this
study entitled “Factors Influencing Customers’ Acceptance of E-Commerce
Zimbabwe’s Retail Hardware Industry focussing on Masters Paint and Hardware”.
You are therefore being requested to answer the following few questions by simply ticking
[√] in the corresponding box. This survey will take approximately 10 minutes of your time
to complete.
Confidentiality
May you please take note that participation in the survey is at own volition and you are
free to withdraw at any point. Information you provide will be solely for this academic
purpose and will be collectively analysed. You are not required to write your name on the
questionnaire to uphold confidentiality and anonymity. A final report of this survey may be
given to participants upon request. After completing the survey, may you return it using
the same email address.
Section A: Demographic Data
Question Variable Options Tick

[√]
Male
1 Gender
Female
18-25
Age-Group (yrs.) 26-35

C71161 - AMRR402H Page 58 of 77
2. 36-45
46+
Primary
Secondary
3.
Highest Level of Education
Certificate/Diploma
Degree
Pensioner
Self-Employed
4.
Employment Status
Unemployed
Student
Government
Employed
Less 5000
5000 – 10 000
5 Annual Income Level (USD) 10 000 – 15 000
15 000 -20 000
20 000+
Section B: Objective 1: To ascertain e-commerce platforms adopted by Masters Paint

and Hardware.
E-commerce entails the process whereby customers purchase products or services from
retail outlets online without necessarily physically visiting them.
C71161 - AMRR402H Page 59 of 77
Question 6: For the period you have dealt with the organisation, how often do you use e-
commerce?
Option Tick [√]
Once a week
Twice a week
Once a month
Never
Question 7: Which e-commerce platform do you normally use?
Option Tick [√]
Computer-Based
Mobile –Based
Both
Question 8: What is your attitude to Masters e-commerce?
Option Tick [√]
Positive
Negative
Not Sure
Note: SD - Strongly Disagree; D- Disagree; N- Neutral; A- Agree; SA- Strongly Agree.

C71161 - AMRR402H Page 60 of 77
Variable Tick [√]
Options SD D N A SA
Section C: Objective 2: To what extent do you agree that Masters e-commerce

provides the following benefits to customers?
9 Time and Costs Savings
10 Products and Services Availability
11 Customer Convenience
Section D: Objective 3: To what extent do you agree that the following are obstacles
hindering e-commerce acceptance?
12 Lack of Trust
13 Perceived Online Security Risks
14 Perceived Costs of E-Commerce
15 Complexity of E-Commerce
16 Lack of E-Commerce Awareness
Section E: Objective 4: To what extent do you agree that the following strategies
promote e-commerce?
17 Government and Legal Frameworks
18 Favourable Tax Policies
19 Addressing Privacy and Security Issues

C71161 - AMRR402H Page 61 of 77
20 Promoting Awareness
Thank you.
C71161 - AMRR402H Page 62 of 77
Appendix 2: Interview Guide for Masters Management.
Dear Sir/Madam
My name is GABRIEL T. CHIBANDA and I am student pursuing a Bachelor of

Philosophy (Honours) Degree in Marketing Management with IMM Graduate School. You
have been specifically chosen using Masters customer database to participate in this
study entitled “Factors Influencing Customers’ Acceptance of E-Commerce
Zimbabwe’s Retail Hardware Industry focussing on Masters Paint and Hardware”.
You are therefore being requested to answer the following interview questions. This
interview will take approximately 10 minutes.
Confidentiality
May you please take note that participation in the interview is at own volition and you are
free to withdraw at any point. Information you provide will be solely for this academic
purpose and will be collectively analysed. A final report of this survey may be given to
participants upon request.
1) What e-commerce platforms have been adopted by Masters Paint and Hardware?
2) What are the merits of using e-commerce to customers?
3) What obstacles are being encountered by customer when using e-commerce?
4) What are the possible strategies that can promote customers’ adoption of e-
commerce?

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Factors Influencing Customers’ Acceptance of E-commerce in Zimbabwe’s Retail

Hardware Industry: The Case of Masters Paint and Hardware.

The IMM Graduate School

In partial fulfilment of the

requirements for the degree

Bachelor of Philosophy (BPhil) Honours in Marketing Management

Student Number: C71161

Date: 19 November 2021

Name of Student: Gabriel T. Chibanda (C71161)

Date: November 2021

This study sought to investigate factors influencing customer’s acceptance of e-

Executive Summary............................................................................................................ iii

Table of Contents ................................................................................................................ v

List of Tables ...................................................................................................................... xi

List of Figures .................................................................................................................... xii

List of Abbreviations and Acronyms................................................................................. xiii

List of Appendices ............................................................................................................ xiv

Chapter 1: The Problem In Context, Problem Statement, Objectives And Theoretical

1.2 Problem Context ....................................................................................................1

1.3 Problem Review .....................................................................................................3

1.3.1 Enhancing Retail Hardware Sales through E-Commerce ....................................4

1.4 Problem Statement ................................................................................................7

1.5 Research Questions ..............................................................................................7

1.6 Research Objectives ..............................................................................................7

1.7 Value of Research .................................................................................................8

1.8 Limitations and Delimitations .................................................................................9

1.8.1 Limitations to the Study .........................................................................................9

1.8.2 Delimitation (scope) of the Study ..........................................................................9

1.9 Summary of Chapter ............................................................................................10

CHAPTER 2: LITERATURE REVIEW ..............................................................................11

2.2 E-commerce .........................................................................................................11

2.3 Customer Acceptance..........................................................................................12

2.4 E-Commerce Platforms .......................................................................................12

2.4.1 Mobile – Based E-Commerce Platforms .............................................................12

2.4.2 Computer – Based E-Commerce Platforms ........................................................13

2.5 Merits of E-Commerce to Customers ..................................................................14

2.5.1 Time and Costs Savings ......................................................................................14

2.5.2 Products and Services Availability ......................................................................14

2.5.3 Customer Convenience .......................................................................................14

2.6 Challenges of E-Commerce to Customers..........................................................15

2.6.1 Lack of Trust.........................................................................................................15

2.6.2 Perceived Online Security Risks .........................................................................16

2.6.3 Perceived E-Commerce Costs ............................................................................16

2.6.4 Complexity of E-commerce..................................................................................17

2.6.5 Lack of E-Commerce Awareness ........................................................................17

2.7 Strategies to Promote E-commerce ....................................................................17

2.7.1 Government and Legal frameworks ....................................................................17

2.7.2 Favourable Tax Policies ......................................................................................18

2.7.3 Addressing Privacy and Security Issues .............................................................18

2.7.4 Promoting Awareness ..........................................................................................18

2.8 E-Commerce in Developed Economies ..............................................................18

2.9 E-Commerce in Africa ..........................................................................................19

2.10 Empirical Review..................................................................................................19

2.11 Research Gap ......................................................................................................20

2.12 Chapter Summary ................................................................................................21

CHAPTER 3: RESEARCH METHODOLOGY AND DESIGN ..........................................22

3.2 The Research Approach/Method ........................................................................22

3.2.1 Mixed Method Research ......................................................................................23

3.3 The Research Design ..........................................................................................23

3.3.1 Descriptive Research Design ..............................................................................24

3.3.2 Exploratory Research Design ..............................................................................24

3.4 Data Gathering Tools ...........................................................................................24

3.4.1 Questionnaires .....................................................................................................25