Omnichannel shopper behaviour in the emerging South African Fourth Industrial Revolution environment

Abstract

The Fourth Industrial Revolution (4IR) is transforming global retail through emerging technologies such as artificial intelligence, mobile applications, and social media platforms. In South Africa, where digital adoption is rising amid unique socio-economic challenges, the omnichannel retail model has gained relevance. Yet, limited empirical research examines how South African consumers navigate omnichannel environments, particularly across different product types. This study investigates omnichannel shopper behaviour in South Africa within the 4IR context, comparing decision-making for high-involvement (smartphones) and low-involvement (groceries) products. Using a quantitative, cross-sectional design, data were collected from 428 purposively sampled omni-shoppers within socio-economic measures (SEMs) 6–10. A single questionnaire was administered to all respondents, with separate sections for each product category, ensuring equal sample sizes (n = 428). Structural Equation Modelling (SEM) tested a conceptual framework integrating behavioural theories and digital enablers. Findings show that, for high-involvement purchases, extensive information search and perceived risk significantly influenced purchase behaviour, with AI tools and social media exerting strong effects during the pre-purchase stage. Low-involvement decisions were shaped mainly by convenience and affordability, with AI and social media playing a supportive role. Both models confirm and extend the Technology Acceptance Model (TAM), Theory of Planned Behaviour (TPB), and Consumer Decision-Making Model (CDM) within an emerging market. Recommendations include leveraging AI and social media for engagement, integrating online–offline channels for convenience, reducing perceived risks, and adopting mobile-first strategies to expand reach. This research delivers a validated omnichannel shopper model tailored to South Africa’s 4IR retail environment, advancing theoretical understanding and providing actionable insights for retailers and policymakers seeking inclusive, technology-driven strategies.