Information-seeking Barriers Encountered by MTN Asonge Shareholders Residing in the Capricorn District, Limpopo, South Africa

Abstract

Little seems to be known of the information-seeking behaviour of investors. This is despite the fact that investors, in order to determine the risks and opportunities underlying any investment business, are expected to seek information before making an investment decision. Various information behaviour studies have shown that a combination of personal and contextual factors could act as barriers to information. The purpose of this article is to report on a study that explored the information-seeking barriers that black investors in the MTN Asonge Scheme, Capricorn District in Limpopo, South Africa, encounter when they seek information while using electronic resources. A qualitative, phenomenological research approach was followed. Purposive snowball sampling was applied to sample the study respondents, who were later interviewed. Semi-structured, face-to-face interviews were conducted with six investors to collect data, which were subsequently analysed thematically. The findings indicated that the major barriers that affect MTN Asonge investors when using electronic information sources, are of a personal and contextual nature. Personal barriers include a lack of information search skills, inadequate investment literacy and an inability to interpret investment information. The contextual barriers they encountered include internet search costs, poor internet connectivity and a lack of active email accounts. This study significantly adds to the limited existing body of literature on challenges faced by black investors in an everyday life context, particularly in rural settings, when seeking information by using electronic resources.