Impact of Infrastructure Limitations on Consumer Behaviour and E-Commerce in the Online Retail Sector of Lusaka, Zambia

Abstract

E-commerce has rapidly expanded globally, offering convenience, efficiency, and accessibility to retailing. Despite progress, e-commerce remains a formidable barrier in developing economies like Zambia, where online retailing is proving to be elusive. It examines the influence of infrastructure constraints on e-commerce adoption and consumer behaviour, looking at barriers to enhancing digital commerce ecosystem in Lusaka. What are its prospects? The research investigated how infrastructure deficiencies, such as unreliable internet connectivity, substandard logistics, and frequent power outages, impact consumer trust and satisfaction; to evaluate their impact on e-commerce adoption; and to provide practical guidance for overcoming these challenges. Based on the Technology Acceptance Model (TAM) and Diffusion of Innovation (DOI) frameworks, the research focuses on how infrastructure constraints, consumer behaviour, or adoption rates are linked. This was mixed methods approach, combining quantitative information from the 150 survey respondents with qualitative insights from eight comprehensive interviews. According to the data, infrastructure deficiencies significantly harm consumer confidence and satisfaction, with 62% of respondents reporting unreliable delivery systems as a significant issue. Unreliable internet connectivity and payment security challenges were among the key impediments to e-commerce adoption. Consumer behaviour was found to be a mediator between infrastructure limitations and adoption rates, emphasizing the importance of trust and ease of use. It concludes that "relatively minor infrastructure problems are needed to encourage e-commerce in Lusaka". Other recommendations include investing in secure internet services, improving logistics and delivery systems, and increasing consumer confidence through the implementation of more secure payment platforms and transparent policies. The implementation of these measures may lead to increased e-commerce, which in Lusaka could boost the economy and enhance consumer satisfaction.