Ecommerce Adoption Influencers In The South African Fashion Smme Context: A Case Study Of Durban Fashion Fair Designers

  • Ms Chiedza Elizabeth Nhuvira, Professor Nirmala Dorasamy

Abstract

Small, Medium and Micro Enterprises (SMMEs) have been identified as a key component to advancing inclusive growth and development in South Africa. The National Development Plan, the government estimated that by 2030, 90% of the jobs will be created through SMME innovation (Bhorat, Asmal et al. 2018). Currently SMME employment absorption is at 56% and the clothing sector occupies the second largest job creator in South Africa manufacturing industry (Bhorat, Asmal et al. 2018, Charles 2019). On the global scale, China and America fashion SMMEs through ecommerce innovation has contributed extensively to the national’s GDP, for example China’s online fashion contributes 16% to the GDP (Jing Sun & Ting Chi 2017). Clothing is considered one of the most popular online products sold and notably it constitutes 35% of all global online sales (Jing Sun & Ting Chi 2017). In South Africa (SA) big fashion retailers such as Mr Price, Superbalist have recorded successful ecommerce rewards and an ever increasing online market share yearly (Rawlins 2018). Also of note, technology advancements have positively led to the increase in SA internet and mobile penetration thus further affecting online buying (ICASA 2019). The government has implicitly highlighted the importance of SMMEs, and the plans that they have in store for them, however despite the great number of researches and technological innovations; there are scant studies on key influencers of ecommerce adoption for fashion SMMEs in South Africa. The influencing factors for ecommerce adoption have attracted attention from both fashion designers, SA supporting bodies in the fashion industry and the government due to that fact that SMMEs are marginalised on lending opportunities due to the high return on investment risk (Bhorat, Asmal et al. 2018). Ecommerce eliminates some of the barriers such as renting of retail spaces while opening up innovative opportunities to market and conscientise customers on the products available (Bertram and Chi 2018) This study is aimed at identifying the key influencing factors that lead to fashion SMMEs in adopting ecommerce in their business. An enhanced fashion ecommerce adoption model was developed through integrating existing ecommerce theories (Theory of planned behaviour TPB, technology organisational and environment theory TOE and diffusion of innovations theory DOI). Mixed method approach was conducted for data collection. A total of 58 responses were collected from quantitative study while qualitative study was undertaken through interviewing management for further clarification. The data was analysed using statistical method (SPSS) and use of thematic analysis.

Published
2020-07-01
How to Cite
Ms Chiedza Elizabeth Nhuvira, Professor Nirmala Dorasamy. (2020). Ecommerce Adoption Influencers In The South African Fashion Smme Context: A Case Study Of Durban Fashion Fair Designers. International Journal of Advanced Science and Technology, 29(7), 14026-14039. Retrieved from http://sersc.org/journals/index.php/IJAST/article/view/29868
Section
Articles