E-COMMERCE ADOPTION: A SURVEY OF UNIVERSITY BOTSWANA STUDENTS

Abstract
There are an increasing number of organizations adopting e-commerce services in Botswana. Drivers of this trend are (i) the rapid expansion of Internet access and literacy across the developing world; (ii) ever increasing levels of globalization; and (iii) clearly articulated development goals with associated action plans as stated in Vision 2016. Previous studies have shown that education level plays an important role in consumers engaging in ecommerce. It is therefore of interest and importance to obtain an understanding of factors influencing e-commerce adoption amongst students at the University of Botswana. This paper reports on the findings of an exploratory study carried out at the University of Botswana. It aimed at ascertaining who participates in e-commerce amongst the students, identifying the factors that influence continued engagement in e-commerce and the factors that discourage the adoption of e-commerce. From these identified factors recommendations could be made for businesses investing and engaging in e-commerce. As an inf-ormation gathering tool the study employed a survey used and proven effective in a previous study conducted in a similar context (Nigeria). Snowball sampling was employed with a sample size of 120 students representing all six faculties. In the study the sampled population was limited to current students at the University of Botswana which implies that results may only provide a general perspective of e-commerce adoption by university students in Botswana. The response rate of the survey was 64.2%. Collected data were coded, captured and analyzed using statistical procedures. Simple frequency tables and cross tabulations were used for analysis. Studying tertiary level students, which are considered to be highly educated and are about to enter the consumer market, is a good way of measuring how effective IT education is in moulding them to become participating members of an information based society. The findings generally suggest that security, the preference of traditional commerce and lack of awareness of available e-commerce services are the main factors hindering adoption of e-commerce. They also show that to encourage continued use of e-commerce, these services should be convenient, visible and cost effective. Businesses are recommended to improve their security measures for their e-commerce services and to invest heavily in creating awareness through targeted marketing. Key Words: E-commerce Adoption; Student Adoption; University Botswana; Survey Research.

Introduction
Electronic commerce which is commonly known as e-commerce is defined as the buying and selling of products or services over networked electronic systems such as the Internet and other computer networks (Sergiu, 2008). In the past Botswanas access to the Internet was through South African service providers and email was the most commonly used applications of the Internet (Eyitayo and Molefe 2000). However the Internet infrastructure has changed considerably in the past few years. Today there are many Internet Service Providers, Internet cafs and organizations that provide Internet services such as website creation and maintenance (Eyitayo and Molefe 2000). In Botswana there is an increasing interest in the use of e-commerce to serve the local population. A number of examples include:

First National Bank of Botswana has an online and telephone banking service. Standard Chartered Bank has an online and telephone banking service. The Savannah Guest House in Palapye allows the reservation of rooms and payments online.

Botswana Craft, a vendor of basketry and tapestry art, accepts orders for items over email and will soon introduce an Internet shopping cart

E-biz, an E-Commerce firm, is negotiating deals with utilities in Botswana to allow customers to settle monthly bills with these corporations over the Internet while Business Advertiser's, another E-Commerce firm that specializes in E-Commerce already offers a range of services including commerce enablement, security, digital certificates and secure transaction transport for business to business and business to consumer transactions in Botswana.

The growth of the Internet has given businesses the opportunity to become competitors in the global market rather than being limited to the local market. Businesses in other countries and on other continents can now target Botswana as a market without having to set up branches here. As part of the global economy Botswanas businesses not only need to adopt ecommerce but they also need to examine how their consumers within Botswana respond to it
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and ways of increasing its use so they can better position themselves to compete internationally and reap its benefits. Previous studies have shown that education level plays a role in the adoption of e-commerce (Siyal, Chowdhry and Rajput 2006). This study found that consumers that were educated up to tertiary level were the ones that were involved in e-commerce activities. Therefore University of Botswana students should be in the forefront of adopting e-commerce as they have been educated within an information oriented society. One of Botswana governments development goals (Vision 2016) concerning technology and education has the aim of ensuring that all its citizens are IT literate by 2016: Botswana will be in the forefront of information technology with state of the art computer and communications equipment, and will play a full part in the coming information age. All people will have access to telephones, national newspapers, radio and television services, and to computer equipment. Part of being IT literate is being able to use e-commerce services. The results of the study could reveal a gap between the desired level of IT literacy in the country and the actual level. This would therefore have an impact on the countrys vision 2016 development goals. Research will help address the issues involved that discourage or prevent students from adopting these services. Knowing the issues that affect e-commerce adoption is important for businesses in Botswana if they wish to harness the Internets potential to drive business efficiency, improve the provision of services and integrate local economies with the global economy (Seleka, Shemi and Uzoka 2007). If use is shown to be minimal then businesses and organizations would need to take the necessary steps to increase adoption such as raising awareness or improving security measures etc. Therefore with this research paper the authors endeavor to present the patterns of ecommerce adoption by University of Botswana students with the aim of making recommendations of ways to increase e-commerce participation by students within Botswana. An overview of research on e-commerce adoption will be presented. This will serve as a background to substantiate the methodology that was follow. The research design will therefore be briefly presented in the next section. This will be followed by a discussion of the
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main findings and finally a few recommendations and conclusions emanating from the research.

Background
One of the factors that play a part in the adoption of e-commerce by a consumer is the consumers IT literacy. It has been shown that consumers that are more experienced with the Internet and have had substantial education in IT are more likely to become e-commerce users, (Liaoa and Cheung, 2001). If users are not educated in IT their use of the Internet tends to be limited to services such as communication (email), entertainment (social networking websites, music downloads etc) and basic information searching (search engines), (Hinson and Amidu 2006). In a study based in Saudi Arabia done by Sadiq, Khalid and Syed (2004), it was found that the users experience with the computer and pattern of use correlated with the tendency to use e-commerce services. They also found that consumers that already used gadgets in the home that are considered advanced were more likely to adopt e-commerce services. Sadiq et al (2004) also compiled a profile of e-commerce users from their demographic information collected during their survey and found that most users were students which shows that education plays a role in determining whether an individual is more likely to adopt e-commerce services. In the study done by Sadiq et al (2004), it was found that most users where males and this was attributed to the fact that Saudi Arabia has a culture that gives more opportunities to males and therefore they were more likely to be the ones that adopt the service. According to a study done by Rodgers and Harris (2003), nearly every e-commerce study that is gender based has found that more men than women use e-commerce services. They also cite other studies that have found a similar trend indicating that male users are more focused on transactional uses of the web (Tracy, 1998) and have been shown to be 2.4 times more likely than women to shop online (Kwak, Fox, and Zinkhan, 2002). Rodgers and Harris (2003) also stated that, using their Web Motivation Inventory, Rodgers and Sheldon (1999) found that male students also reported better overall attitudes toward e-shopping than did female students. Since women are known to be the primary participants in traditional shopping they would be expected to use e-commerce services more, but this is not the case (Rodgers and Harris
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2003). Rodgers and Harris (2003) attribute this to the difference in females perception of ecommerce. They based their research on three factors; emotion, trust and convenience which contribute to the consumers perception of e-commerce. In their results they have found that females did not enjoy the online shopping experience; they had less trust in online security than men do and they find it less convenient. In studies conducted in developing countries, a contributing factor to the hindrance of ecommerce adoption by consumers is the lack of an information infrastructure to support Internet use (Sadiq et al, 2004). Consumers may not have a chance to use e-commerce services simply because Internet access is restricted or expensive (Hinson and Amidu, 2006). Consumers also get discouraged if response time is slow which is usually the case in developing countries where the information infrastructure is not fully developed (Sadiq et al, 2004). In most e-commerce adoption studies consumers concerns about security, trust, authentication, fraud and risk of losing money are often mentioned among the major obstacles to e-commerce use (Ahmed, Hussein, Minakhatun and Rafikul, 2007). There are many threats to online transactions that include viruses, hackers, crackers and worms and consumers are aware of such threats because they tend to be publicized a great deal by the media (Ahmed et al, 2007). Consumers are concerned that sending their private information over the Internet during transactions is risky especially with services such as online banking (Liaoa and Cheung 2001). Consumers are also concerned with the integrity of products bought over the Internet because it is different to establish the reliability of the vendor or the quality of the product being sold. This is unlike traditional shopping where the consumer can gauge the quality for themselves by touching or testing the product (Liaoa and Cheung 2001). In a study done by Martins, Martins and Olivier (2001) consumers were asked about their perceptions of e-commerce in relation to transactional security. They surveyed two groups of consumers; people employed in the Human Resources departments of their companies and those employed in the Information Technology departments of their companies. Martins et al (2007) also asked the survey participants questions relating to their use of the Internet in general and found that most use the Internet for email. Their study found that the Human Resource employees were not conversant with security methods used online to protect ecommerce transactions. However Martins et al (2007) found that even though the IT

employees knew about the various measures used, they were still apprehensive to conduct online transactions although it was to a lesser extent than the Human Resource employees. In a study done in Botswana on Internet usage it was found that e-commerce was not cited as a major reason for the use of the Internet (Massimo, Mburu and Mutua, 2002). The reason given for this was that in most African countries there is the culture of doing business the way you know best, which for Africa is the traditional method of going physically to a store to purchase goods. Being that e-commerce is a relatively new development, the culture is taking some time to adapt to the new method of conducting business (Massimo et al, 2002). In addition to this, local businesses are still using their websites primarily for advertising their goods and services rather than for e-commerce purposes (Massimo et al, 2002). This study recommended that e-commerce services should be advertised more by providers and companies that have them available. Massimo et al (2002) also recommended that students should be exposed to such services through their school courses to improve usage and create a business culture that will adopt the use of e-commerce to conduct business activities. There is substantial literature on the issues affecting e-commerce adoption, especially those that focus on security issues. Most studies however concentrate on the society as a whole and are done in developed countries. Literature on e-commerce that is based in Africa tends to concentrate on the adoption of e-commerce by businesses rather than consumers. There is some literature on e-commerce adoption by consumers in developing countries but most of it is not based on countries within Africa. The studies referred to above, found that security and vendor quality was a major factor in ecommerce adoption. The authors feel those would be significant factors here in Botswana as well given that the traditional way of business relies heavily on the transparency of business transactions and the reputation of the business (Yoon, 2007). In some of these studies it is assumed that their sample populations are already substantially computer literate and know about the e-commerce services available to them. However for a developing industry of ecommerce as the one here in Botswana the authors feel this may not be the case so the study shall also aim to establish whether consumers know about the services and how they learnt about them e.g. through advertisements or social influence.

Methodology
The research objectives for this investigation were: 1. To identify the demographic profile of participants and non participants of ecommerce amongst students in the University of Botswana. 2. To identify factors of e-commerce adoption from literature and distinguish which factors apply to the target population? 3. To survey the target population on factors that prevents them from not participating in e-commerce activities and factors encouraging e-commerce adoption. To achieve the set objectives the survey research strategy was adopted. The use of structured questionnaires was employed to achieve efficient collection of comparable data in a short space of time. This approach is in line with common practice in the area of e-commerce adoption (Folorunso, Awe, Sharma and Zhang, 2006). The questionnaire was administered to randomly selected students at the University of Botswana. The respondents were allowed to take the questionnaires and return them at a later date in instances where it was not possible for the respondent to fill and return the questionnaire immediately. This allowed the respondent to answer at his/her own convenience. The sample population was taken from the students of the University of Botswana. Snowball sampling was used because this was a faster method of finding students to answer the questionnaires. A sample size of 120 was used for the research. Ideally the sample size was meant to consist of at least 20 students from each faculty and contain an equal number of males and females. However because of the type of sampling used (snowball sampling) and time constraints, this was very difficult to achieve. The questionnaire used is adapted from an e-commerce adoption study that was carried out in Nigeria by Folorunso et al (2006). All questionnaires allowed the respondents to remain anonymous. Questions were made as short and concise as possible to reduce the length of the questionnaire so as to encourage the respondent to participate. The questionnaire consisted of closed questions and included list questions, rating questions and category questions. A pilot test of the questionnaire was conducted on 10 students so that any problems concerning structure and language used in the
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questionnaire were identified and corrected before they were administered to the sample population. After the questionnaires have been collected, the process of data capturing commenced. The SPSS software package was the main tool used for data analysis followed. Statistical analysis was performed in order to address the stated research objectives. In order to understand the demographic characteristics of participants and non participants of e-commerce, it was decided to use simple percentage analysis for general understanding. The factors affecting the adoption of e-commerce by students in the University of Botswana were analysed using Cross tabulations. Statistical tests were used to determine whether the students academic discipline, gender or level of Internet use were significant factors in the adoption of e-commerce. The researchers also tried to determine what the significant factors of e-commerce participation and non participation are in order of importance for the students of the University of Botswana. The adoption factors of participants and non participants of ecommerce were compared to the six most common attributes identified in the literature review for e-commerce services such as convenience, ease of use, access to the Internet, gender, awareness and security. The detailed findings will now be discussed.

Main Findings
The response rate of the survey was 64.2%. Out of the one hundred and twenty questionnaires distributed, seventy seven (64.2%) of them were usable, twenty nine (24.2%) were incomplete meaning that the data was corrupted, and fourteen (11.6%) were not returned on the required date. Characteristics of e-commerce participants and non participants There was an almost equal proportion of male to female respondents in the survey (54.5% male and 45.5%) which was good for assessing the gender influence in e-commerce use. The majority of respondents were male and from the business and science faculties. There were only twenty two respondents (28%) that said they were e-commerce users despite majority (75.8%) of respondents knowing about e-commerce. This shows that there is awareness of e-commerce but students still need to be encouraged to use it.

Internet use amongst all respondents was quite high. A majority (59.7%) of the respondents said they use Internet every day. This shows that the level of comfort with the Internet amongst respondents is high and therefore majority of the respondents are computer literate. In addition to this majority of the respondents (68.8%) are required to take IT related courses in the duration of their degree apart from the general education computer courses that are compulsory in the first year of university. Amongst the actual e-commerce participants the majority is also required to take IT related courses as is the case with non participants. This shows that IT related courses have an influence on students Internet usage. The high number of e-commerce participants that are using the Internet shows that high usage of the Internet plays a part in the adoption of e-commerce as found in the study by Liaoa and Cheung (2001). Majority (13.6%) of e-commerce participants were male and either from the business faculty or the science faculty. This however could be attributed to the large number of male respondents that were from the business and science faculties. In future studies, keeping the numbers of respondents constant could help determine whether faculty is really a factor in ecommerce adoption. The engineering faculty did not have many respondents due to the inability of respondents to return the questionnaires before the cut-off date, which may have an effect on the results as well. Most e-commerce participants had heard about the e-commerce service they used from friends and family (50%) which shows that social influence is a factor in e-commerce adoption. Very few respondents had heard about e-commerce from university courses (4.5%) or advertisements (27.3%) or from websites online (4.5%). This suggests that initial knowledge of these services is spreading by oral communication amongst friends and family. There is considerable awareness of e-commerce services available amongst e-commerce participants (90.9%), which show that businesses in Botswana are successfully marketing themselves to student e-commerce participants. A significant majority of the non-participants of e-commerce (85.5%) stated that they would use e-commerce services in the future. This shows that students are open to the idea of new technologies despite the fact that they may not be using them currently.

The main use of the Internet for non participants is email (90.9% strongly agree or agree) as found in the study done by Hinson and Amidu (2006). This shows that most non participants are still very limited in their use of the Internet. Factors influencing continued e-commerce use by e-commerce participants According to the literature, factors that play a part in the adoption of e-commerce include education level, social influence and security, convenience. These factors were included in the questionnaire and respondents were required to rate them. Cost effectiveness and the preference of e-commerce to traditional commerce were also included. All the results are represented in Figure 1.

Figure 1: Factors influencing continued use of E-commerce (Percentages show the proportion of E-commerce participants that agreed or strongly agreed with that specific factor from a predefined list) The main factor that encourages continued use by students is convenience of the service. All the respondents agreed or strongly agreed with the statement that e-commerce is convenient. The second factor was the cost effectiveness of e-commerce services. A considerable number
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of respondents strongly agreed or agreed that this was the reason they continue to use the service. This shows that despite the high cost of Internet access in developing countries (Sadiq et al, 2004) users are still able to appreciate the financial benefits of e-commerce use. The third factor was the receipt of positive feedback which again shows that social influence is important to encouraging the adoption of e-commerce. Of the respondents, 77.2% strongly agreed or agreed that positive feedback was the reason they continued to participate in ecommerce. The fourth factor was the preference of e-commerce to traditional commerce. Only three respondents felt traditional commerce is better. Majority of the respondents that preferred traditional commerce were male. A total of 45.4% males agreed or strongly agreed while only 27.2% females agreed or strongly agreed. This correlates with the study done by Rodgers and Harris (2003) which found that males are more inclined to adopt e-commerce. The final factor was the belief that e-commerce is secure. Fewer respondents (54.5%) agreed with this statement than the other factors. This shows that security is still a concern for most e-commerce participants despite their continued use. Factors preventing e-commerce adoption by non participants

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Figure 2: Factors restrict the adoption of E-commerce (Percentages show the proportion non-participants of E-commerce that agreed or strongly agreed with that specific factor from a predefined list) The most significant factor that affects the adoption of e-commerce by respondents was the concern for security. Most respondents agreed (29%) or strongly agreed (23.6%) that this was the main reason they did not use e-commerce. This is in accordance with the results found in the study by Folorunso, Awe, Sharma and Zhang (2006). The second factor was the preference of traditional commerce to e-commerce. Of the respondents 47.2% agreed or strongly agreed that this was one of the reasons they did not use e-commerce. This supports the theory put forth by Massimo et al (2002) that e-commerce is a relatively new development and the culture within Botswana is taking some time to adapt to the new method of conducting business. The results also show that females (25.5%) prefer traditional commerce to e-commerce more than males (21.8%), which supports the findings in the study conducted by Rodgers and Harris (2003). The third factor was the lack of awareness of e-commerce. A small percentage of respondents (23.6%) agreed or strongly agreed that this was one of the reasons they did not use e-commerce. This shows that awareness, though it is a contributing factor is not a major cause for the lack of adoption. Users are aware of the services but due to other factors they opt to not use e-commerce services. The fourth factor was Internet access. Unlike most studies done in developing countries, it was not seen as a major factor by the respondents (14.6% agreed or strongly agreed). This is due to the fact that students have free Internet access provided by the University of Botswana therefore many do not have to pay for Internet access unless it becomes unavailable at the University. If a similar study was done including the general population the results would probably be aligned with findings in relevant literature. The fifth factor as rated by the respondents was the receipt of negative feedback. Not many respondents saw this as a significant factor. The last two factors had the same percentage (7.2%) of respondents in agreement or strong agreement. Respondents do not find ecommerce services hard to use or inconvenient. Changes that would encourage adoption of e-commerce Majority of the non participants (60%) selected improved security as the main change that would encourage them to adopt e-commerce services. Better Internet access was the second change most preferred by respondents (27.3%) and the third was increased advertising
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(25.5%). Therefore businesses can concentrate on e-commerce security and advertising to raise the use of their services. The responsibility for improving Internet access is something that can be assumed by the Botswana government and telecommunications companies.

Recommendations and Conclusion

There are three ways in which the findings of this research are contributing. Firstly it adds to the incomplete and scarce literature on e-commerce adoption in the developing world at large, but more specifically in the nation of Botswana. This study has just been completed and provides a window of very recent findings into e-commerce adoption in the stated context. Secondly it frames a particular population group (UB students) and explores the subtle nuances of adoption factors such as level of education and academic discipline. Thirdly it provides tangible evidence of the role and magnitude of adoption factors in the stated context. The results should be interesting to academic and commercial stakeholders who aspire to establish and expand e-commerce activities locally. A number of recommendations will now be made based on the findings. Advertising. The two major factors that encourage continued use of e-commerce services are convenience of e-commerce and cost effectiveness. Therefore businesses in Botswana should emphasize these two benefits of e-commerce in their advertising campaigns to encourage ecommerce participation. Businesses should also ensure that whatever e-commerce services they are planning to introduce are and remain convenient and cost effective for the consumer. Security. Companies should improve their online security measures and also address the security concerns of their consumers by communicating to them what measures have been put in place to ensure safety or to recover from situations where consumers are the victims of cyber crime. This will help the consumers gain confidence and they will be more inclined to adopt e-commerce if they know that someone is liable and there is a way to recover from cyber attacks. Tradition vs. Technology. Potential e-commerce participants still prefer to use traditional commerce methods rather than e-commerce. This is probably because the culture of Internet use is still developing in Botswana and Internet access is still slightly costly for the average person. However Internet use is quite high amongst students and if the benefits of ecommerce were communicated to them they could be more likely to adopt it.
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Internet Access. In their aim to realize their Vision 2016 development goals, the Botswana government should invest in improving the Internet infrastructure within Botswana. Such improvements would enable the telecommunications companies and Internet providers to provide faster and eventually cheaper Internet access for their consumers and as a result consumers would be enticed to embrace e-commerce. This research can certainly be expanded to include a wider population in future. It is also anticipated that comparable assessments at regular intervals as part of a longitudinal study may yield very useful findings, both for the stated context and other developing countries where information literacy and e-commerce adoption are less developed.

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