Department of Business Management
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Browsing Department of Business Management by Author "Kadyamatimba, A."
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Item Open Access An assessment of the factors driving consumer's propensity to purchase online(2021-03) Mujera, Tinashe; Kadyamatimba, A.; Zindiye, S.Despite the tremendous global development within the electronic-commerce (e-commerce) industry, marketers in emerging economies are still lagging in understanding the dynamic consumers’ online purchasing behaviour. Furthermore, the literature reporting on consumers’ online purchasing practices in an African set up remains largely inconsistent and fragmented as most previous studies are based on consumers in first world countries. To address this problem, by specifically targeting the South African market, the main aim of the study was to establish key factors driving consumers’ propensity to purchase online in order to device a model that guides online marketing strategy and future research. Guided by the quantitative research approach and a descriptive single cross-sectional design, data was collected from a sample of 350 participants drawn from Sandon City, located in the Gauteng Province using a self-administered questionnaire. With the aid of SPSS Version 26, the collected data were analysed through descriptive and multivariate statistical tests. Consumer innovativeness, perceived benefits, online shopping experience and perceived risk were found to be the major factors driving consumers’ propensity to purchase online. These factors were however found to vary according to demographic characteristics, particularly pertaining to consumers’ education and income level. Ultimately, the study findings led to the formulation of a model that can be recommended to marketers in guiding online shopping within the South African retail sector and regionally.Item Open Access Consumer acceptance of mobile marketing through mobile phones: a case study of South African University students(2017-05-18) Donga, Gift Taruwandira; Kadyamatimba, A.; Zindiye, S.; Chibonda, T.Consumer mobile phone adoption is on the rise exponentially, and offers marketers with many new opportunities to reach and serve customers. The South African mobile phone market has increased rapidly and a significant proportion of mobile services usage in South Africa is the youth. South African youths are following international trends as well as becoming the fastest-growing group in terms of technology adoption in the country. The prevalence of mobile technology as well as its capability to enable laser precision marketing on an individual basis has directed marketers to consider the adoption of mobile marketing. However, the question remains whether consumers are ready for uptake of mobile phone marketing. The purpose of this study was to bring light and create an understanding of the factors affecting university students’ willingness to participate in mobile phone marketing in South Africa. This study used a positivist paradigm that ensures that there is a gap between the researcher’s subjective bias and the objective reality being studied. The study was descriptive in nature with survey method being used to complete the study. The quantitative research technique was applied with data being collected from respondents by a self-administered questionnaire targeted at youth students from selected South African Universities. The questionnaire was pre-tested in a pilot study involving the research participants to identify errors in the research questionnaire and to ensure that the data collected would be relevant and as precise as possible. Findings from this study revealed how consumers want to participate in mobile marketing as well as the contributory factors influencing the acceptance of mobile marketing. Furthermore, this study supplements to the increasing body of evidence on mobile marketing acceptance. The study can also assist managers to utilise the potential of this marketing medium amongst university students in South Africa. More essentially, this study also provided information that can be used to monitor decision making towards mobile advertisements and marketing planning.Item Open Access Mobile and social networking technologies for teaching and learning in South African Universities: A case study of University of Venda and University of Limpopo(2016-05) Chakuzira, Wellington; Kadyamatimba, A.; Zindiye, S.; Chibonda, T.See the attached abstract belowItem Open Access The moderating effect of information security on the adoption of mobile marketing transactions among South African tertiary students(2020) Donga, Gift Taruwandira; Kadyamatimba, A.; Shambare, R.Despite the fast pace of development within the mobile commerce industry globally, marketers in developing countries are still lagging in understanding why and how consumers participate in mobile marketing transactions. The literature reporting on mobile marketing transactions’ adoption in a South African context remains largely inconsistent and fragmented as most previous studies are based on the experience of consumers in a non-South African (and nondeveloping country) context. Therefore, this study identifies a literature gap, in that there lacks a sufficient critical mass of studies into the moderating effect of information security on consumer adoption of mobile marketing transactions in South Africa particularly among the youth who have a strong affinity for constant mobile connectivity. Furthermore, confronted with rapid changes in emerging technology, previous models of technology adoption are slowly becoming outmoded. Consequently, this study considered testing a proposed model on the predictive power of marketing-related mobile activity to help improve understanding and prognosis of the adoption of mobile marketing transactions in South Africa. Specifically, in order to render these tests robust, perceived information security was applied as a moderator variable to increase the explanatory power of the model. The objectives set out for this research were measured utilising a single cross-sectional approach, guided by the positivist paradigm. In keeping with the dictates of ensuring the highest levels of reliability and validity, a measuring instrument developed from past studies was used. Using a self-administered questionnaire, data were collected from a sample of 810 students from selected South African universities. Descriptive and multivariate statistical tests including the moderated hierarchical regression analysis were used to analyse data. The implication of the study is that it provides both marketers and policymakers with a set of controllable variables that may be manipulated to promote the adoption of mobile marketing transactions.Item Open Access The use of digital mobile devices in enhancing teaching and learning at the University of Venda(2017) Chikurunhe, Ratchel; Kadyamatimba, A.; Runhare, T.; Munyoka, W.Mobile technology is progressively being used to support students’ learning, extending learning and educator-student contact beyond class hours. Mobile technology has been identified as a potential solution to the problem of scarcity of computers to access online learning materials in higher education institutions. The University of Venda distributed tablet personal computers to students so that they could use them for facilitating and enhancing their studies. However, the provision of tablet PCs to students may not be a panacea for quality learning, especially to a population that is not familiar with latest information technologies. The aim of the study was to investigate the use of digital mobile devices (tablet personal computers and smartphones) for enhancing teaching and learning at the University of Venda. The research questions focused on determining the current level of use of mobile devices, how they could be used effectively for teaching and learning; and the perceptions of students and lecturers on mobile devices as tools for teaching and learning. Case study research design was considered most suitable for this study as it involves collecting and reporting descriptive information about a specific environment. Mixed methods approach was applied with data being solicited from a convenient sample of 370 students, 8 lecturers and 1 IT technician at the University. Semi-structured questionnaires were distributed to students. The results of the study indicated that many students are active and spending much time on the different internet activities. The study also found that students prefer mobile learning and spend much time on the internet surfing information. Lecturers found it easy to communicate with the students via emails and social media platforms where they send study materials. Students use their smartphones and tablet PCs to download learning materials. However, many lecturers and students are not making use of the Learning Management System, the Blackboard due to lack of training. The results of the study are to be used to explicate, forecast, and advance the integration of the digital mobile devices for promoting learning and teaching accomplishments and standard competencies at the University of Venda. Recommendations were made on how students and lecturers can effectively use digital mobile devices for teaching and learning.Item Open Access Using a grounded theory approach in a developing a taxonomy of entrepreneurial ventures in South Africa: A case study of Limpopo Province(2019-05-18) Chakuzira, Wellington; Kadyamatimba, A.; Shambare, R.The questions of what constitutes entrepreneurship and, in turn, who an entrepreneur is, have dominated entrepreneurship discourse in recent times. Over the years, a multiplicity of definitions of entrepreneurship has been proffered. However, most of these definitions to be either Eurocentric or Western-oriented and largely devoid of (South) African socio-economic imperatives. Naturally, the manner in which entrepreneurship in South Africa is conceptualised derives from the former definitions. Furthermore, the classification of entrepreneurship ventures in the country is also problematic. A Eurocentric classification regime is, on the one hand, too simplistic; and, on the other hand, it fails to fully capture the true essence of entrepreneurial activity within the South African economy. It is, therefore, not surprising that entrepreneurship development policies and interventions are not successful in stimulating entrepreneurship. This problem, this study argues, is a result of the lack of localised research aimed at understanding entrepreneurship classification dynamics in South Africa. This constitutes a research gap, which this study seeks to address. It is against this background that the aim of this study is to develop a taxonomy of entrepreneurial ventures in the Limpopo Province of South Africa. To achieve this purpose, which is pre-paradigmatic, the proposed study was designed along the dictates of a qualitatively grounded theory research. This facilitated the application of multiple methods of data collection. The study sampled 5 entrepreneurs in the Limpopo Province who were interviewed using an in-depth format. The value of this work is among the first in seeking to propose a framework (i.e. taxonomy) for classifying entrepreneurship ventures within the South African context. The implication of the study is that it potentially provides policymakers with valuable tools to understand South African entrepreneurship and the channels of intervention for small business ventures.