CROSS-BORDER E-COMMERCE DEVELOPMENT IN SOUTH AFRICA: CONTRIBUTING FACTORS

Management and Commere

This research is focusing on the key factors affecting cross-border e-commerce development (CBECD) in South Africa. Political, economic, social and technological factors were identified and treated as independent variables of this study. Cross-border e-commerce development was regarded as a dependent variable. Based on the results of this research, political factors, economic factors and technological factors are positively influencing CBECD. However, social factors have a negative effect on the development of cross-border e-commerce (CBEC). As unearthed by the current research, components of social factors such as language and cultural differences are barriers to the advancement or development of CBEC. It is important to note that there are several factors affecting the development of cross-border e-commerce. However, this study only focused on political, economic, social and technological factors (PEST). Even though this is the case, it is of paramount importance to note that this research is contributing immensely to the body of new knowledge in the field of international business. That is, it identifies the key drivers of CBECD from the perspective of consumers within the context of South Africa. Future researchers can direct their research focus on identifying and testing other factors affecting CBECD from other perspectives, as this will advance research in the field of international business.

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