The adoption of virtual reality in e-commerce in South Africa
Background: E-commerce in South Africa (SA) is growing, and virtual reality (VR) technology holds significant potential to transform the online buying experience. However, a deeper understanding of the barriers to VR adoption among e-commerce consumers in SA is crucial. Objectives: This study aimed...
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| Format: | Article |
| Language: | English |
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AOSIS
2025-04-01
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| Series: | South African Journal of Information Management |
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| Online Access: | https://sajim.co.za/index.php/sajim/article/view/1940 |
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| author | Phendulwa Jaxa Errol R. Francke Kenneth N. Ohei |
| author_facet | Phendulwa Jaxa Errol R. Francke Kenneth N. Ohei |
| author_sort | Phendulwa Jaxa |
| collection | DOAJ |
| description | Background: E-commerce in South Africa (SA) is growing, and virtual reality (VR) technology holds significant potential to transform the online buying experience. However, a deeper understanding of the barriers to VR adoption among e-commerce consumers in SA is crucial.
Objectives: This study aimed to understand how consumers perceive the usefulness and actual use of VR in e-commerce in SA.
Method: A qualitative method based on a case study using an explorative research design was adopted. Data were collected via semi-structured interviews among individuals aged 18 years and above who resided in Cape Town, SA. Through quota sampling, participants with varying degrees of familiarity with VR technology and e-commerce were included.
Results: Participants strongly believed VR would influence e-commerce in SA. They emphasised the importance of carefully selecting products suitable for VR experiences to maximise the benefits for online shoppers.
Conclusion: This research investigated barriers to VR adoption in e-commerce in SA. While participants were optimistic about VR’s potential, concerns about cost, accessibility, and technical challenges were identified. The study highlights the need for a strategic approach to VR implementation, considering product categories and external factors.
Contribution: This study provides valuable insights for e-commerce businesses, policymakers, and technology developers in SA. Key contributions include the introduction and application of the VR Adoption Model (VRAM) in the South African context. The VRAM extends the Technology Acceptance Model (TAM) by incorporating dimensions such as perceived enjoyment, social influence, and immersion, offering a nuanced understanding of VR adoption dynamics. |
| format | Article |
| id | doaj-art-ae437682f5f9433e906a13b983ea40f2 |
| institution | DOAJ |
| issn | 2078-1865 1560-683X |
| language | English |
| publishDate | 2025-04-01 |
| publisher | AOSIS |
| record_format | Article |
| series | South African Journal of Information Management |
| spelling | doaj-art-ae437682f5f9433e906a13b983ea40f22025-08-20T03:09:48ZengAOSISSouth African Journal of Information Management2078-18651560-683X2025-04-01271e1e1110.4102/sajim.v27i1.1940832The adoption of virtual reality in e-commerce in South AfricaPhendulwa Jaxa0Errol R. Francke1Kenneth N. Ohei2Department of Information Technology, Faculty of Informatics and Design, Cape Peninsula University of Technology, Cape TownDepartment of Information Technology, Faculty of Informatics and Design, Cape Peninsula University of Technology, Cape TownDepartment of Information Technology, Faculty of Informatics and Design, Cape Peninsula University of Technology, Cape TownBackground: E-commerce in South Africa (SA) is growing, and virtual reality (VR) technology holds significant potential to transform the online buying experience. However, a deeper understanding of the barriers to VR adoption among e-commerce consumers in SA is crucial. Objectives: This study aimed to understand how consumers perceive the usefulness and actual use of VR in e-commerce in SA. Method: A qualitative method based on a case study using an explorative research design was adopted. Data were collected via semi-structured interviews among individuals aged 18 years and above who resided in Cape Town, SA. Through quota sampling, participants with varying degrees of familiarity with VR technology and e-commerce were included. Results: Participants strongly believed VR would influence e-commerce in SA. They emphasised the importance of carefully selecting products suitable for VR experiences to maximise the benefits for online shoppers. Conclusion: This research investigated barriers to VR adoption in e-commerce in SA. While participants were optimistic about VR’s potential, concerns about cost, accessibility, and technical challenges were identified. The study highlights the need for a strategic approach to VR implementation, considering product categories and external factors. Contribution: This study provides valuable insights for e-commerce businesses, policymakers, and technology developers in SA. Key contributions include the introduction and application of the VR Adoption Model (VRAM) in the South African context. The VRAM extends the Technology Acceptance Model (TAM) by incorporating dimensions such as perceived enjoyment, social influence, and immersion, offering a nuanced understanding of VR adoption dynamics.https://sajim.co.za/index.php/sajim/article/view/1940e-commercetraditional shoppingvirtual realityvirtual shoppingvirtual reality adoption |
| spellingShingle | Phendulwa Jaxa Errol R. Francke Kenneth N. Ohei The adoption of virtual reality in e-commerce in South Africa South African Journal of Information Management e-commerce traditional shopping virtual reality virtual shopping virtual reality adoption |
| title | The adoption of virtual reality in e-commerce in South Africa |
| title_full | The adoption of virtual reality in e-commerce in South Africa |
| title_fullStr | The adoption of virtual reality in e-commerce in South Africa |
| title_full_unstemmed | The adoption of virtual reality in e-commerce in South Africa |
| title_short | The adoption of virtual reality in e-commerce in South Africa |
| title_sort | adoption of virtual reality in e commerce in south africa |
| topic | e-commerce traditional shopping virtual reality virtual shopping virtual reality adoption |
| url | https://sajim.co.za/index.php/sajim/article/view/1940 |
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