Factors Influencing Online Purchase Decisions at SPAR Botswana: Evidence from Selected SPAR Stores in Botswana

The rapid growth of digital marketing has transformed consumer purchasing behaviour and the retail landscape globally. Although online shopping continues to expand across developed and developing economies, limited empirical evidence exists regarding the factors influencing online purchase decisions in Botswana's retail sector. This study investigated the factors influencing consumers' online purchase decisions at SPAR Botswana. The study was underpinned by the Technology Acceptance Model (TAM) and the Uses and Gratification Theory (UGT). An interpretivist research philosophy, descriptive research design and qualitative research approach were adopted. Data were collected through structured interviews from 30 participants comprising twenty-five customers and five managers selected from Mogoditshane, Mmopane and Railpark SPAR stores using quota sampling. Thematic analysis was employed to analyse the data. The findings revealed that product pricing, product availability, convenience, delivery time, website usability, trust, payment security and online customer reviews were the major determinants influencing online purchase decisions. Product pricing emerged as the strongest determinant, followed by convenience and product availability. Consumers indicated that transparent pricing, authentic product reviews and secure payment systems enhanced purchase intentions, whereas delivery delays and concerns regarding online security reduced consumers' willingness to purchase online. The study concludes that online purchasing behaviour is influenced by economic, technological and psychological factors that retailers must address simultaneously. The study recommends that SPAR Botswana strengthen its digital marketing strategy through competitive pricing, enhanced website functionality, improved delivery