School of Business Sciences (ETDs)

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    The use of Self-service Technologies (interactive screens) in enhancing the shopping experience in selected South African shopping malls: a consumer/shopper perspective
    (University of the Witwatersrand, Johannesburg, 2024) Uta, Lloyd; Klopper, H. D.; Duh, H.
    With the South African consumer market continuously evolving, it is imperative for shopping- mall owners to create more innovative shopping ways to satisfy the needs of the 21st century South African consumers. One of the innovative ways is to provide the use of self-service technologies (SSTs), which reportedly provides consumers positive cognitive, affective, and sensory customer experience benefits. Using SSTs in banks, shopping malls, hotels and other business environments have become a trend as customers do not only enjoy fresh and actionable experiences, they also get service quality, efficiency and entertainment that can be better and consistent than the human services. Despite these benefits, emerging markets such as India and South Africa respectively are slow to adopt SSTs, especially in the shopping mall environment. This study integrated relevant elements of technology acceptance model, diffusion of innovation theory, theory of planned behaviour and the flow theory to examine SST site factors (i.e., user interface, aesthetics and authenticity), the technology-related factors (i.e., relative advantage, complexity, perceived ease of use[PEOU], perceived usefulness [PU]) and consumer factors (i.e., subjective norms, perceived behavioural control, enjoyment and concentration) driving attitudes and behavioural intentions to use SSTs at some selected shopping malls in Johannesburg. The mediating roles of PU, PEOU and attitudes were also tested. Based on proximity to the researcher’s resident and malls similarities in size, ranking, and social class (i.e., middle and higher income) and socio-economic profiles of shoppers, the researcher selected three contemporary shopping malls which have been identified as super regional centres. These malls were Mall of Africa, Rosebank and Sandton City malls. Additionally, the malls have installed SSTs like information kiosks or interactive screens. A quantitative research study was conducted with data collected successfully from 260 respondents and analysed using structural equation modelling with Smart PLS. Sobel’s test was used to test mediation. Findings revealed that user-interface and aesthetics and authenticity positively impacted PU and PEOU. The PU and PEOU with relative advantage drove attitudes to adopt SSTs, which with perceived control, subjective norm and enjoyment were positive and significant drivers of behavioural intention to use SSTs. The mediating effects of PU, PEOU and attitudes were significant. Managerially, drivers of shoppers’ attitudes and intentions to adopt SSTS are exposed. Theoretically, the study’s integrated model enriches the explanation of the acceptance of a technology, that is SST, especially in emerging market and multicultural context
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    Factors Influencing Artificial Intelligence Adoption in South African Organisations: A Technology, Organisation, Environment (TOE) Framework
    (University of the Witwatersrand, Johannesburg, 2023) Hoosen, Kaneez Fathima; Cohen, Jason
    Artificial intelligence (AI) refers to the formation of machines that mimic human intelligence and encompasses various technologies. AI technology is changing the landscape for South African organisations and how they operate. Using current literature and other online reports by auditing firms, the study aimed to identify a suite of AI technologies used by South African organisations. Technologies such as robotic process automation, image and speech recognition, machine learning and chatbots were defined. In addition, this research paper investigated the factors influencing AI technology adoption by South African organisations. The technology, organisation and environment factors of the TOE framework were examined to understand adoption decisions. It was important to close this gap as lack of understanding of how factors influence AI decisions, and an undefined suite of AI technologies could impact adoption decisions. A cross sectional relational research design was chosen for the study. A survey instrument was used and administered through a web-survey to 252 IT decision makers or IT leaders from South African organisations who served as key informants for their organisations. Responses were received from 55 organisations. Reliability and validity tests were used to evaluate the consistency and reliability of the data and to evaluate whether measures correctly represent the variables that they intend to measure. Correlation analysis, stepwise and multiple regression were used to test the hypotheses of the conceptual model. It was found that of the suite of AI technologies, robotics process automation followed by machine learning and image recognition had the highest levels of adoption. Results showed that data availability and top management support were supported as the most significant technology, organization, environment (TOE) factors influencing AI technology adoption in South African organisations. It was found that perceived technology benefits, IT infrastructure, resource capability and normative pressure were also strongly correlated to AI technology adoption. Financial resources and competitive pressure were not supported as determinants. Artificial intelligence is receiving much attention in both practice and research. This study addresses the gap in the current body of knowledge on AI adoption in South Africa by making use of the TOE framework to study adoption of artificial intelligence technologies in organisations. Useful insights are provided to South African organisations so that they can benchmark their adoption against other industry players and manage their response to those factors most significant for AI adoption
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    Learning Management Systems within a South African university: lecturers’ experiences and extent of use during and post COVID-19
    (University of the Witwatersrand, Johannesburg, 2023) Mfingwana, Nwabisa; Sackstein, Suzanne
    The integration of technology in the education sector has resulted in pervasive use of Learning Management Systems (LMSs). Prior and during COVID-19, several higher education institutions within South Africa acquired and started using LMSs to enable and facilitate online teaching and learning. During COVID-19 when face-to-face learning was impossible due to lockdowns, LMSs became even more prominent, advancing from being learning support tools to becoming primary learning systems. While prior research claims that LMSs are underutilised, as the world transitions to the new normal, with hybrid learning being the latest learning method, LMSs appear to be just as significant. To explore the experiences and extent of use of LMS, this study employed the Will, Skill, Tool, and Pedagogy (WSTP) model. Using semi-structured interviews, data was collected from nine lecturers who teach technology and creative arts programs at a Johannesburg based university in South Africa. Findings indicate that even though lecturers view LMSs as a valuable tool, it is not a perfect fit for the needs and requirements of all university programmes. Furthermore, although use of LMSs grew exponentially and pervasively during COVID-19, post the pandemic lecturers’ use patterns are more varying. While some lecturers in the creative art programme are reducing or stopping their use of certain LMS features as they favour of in-person teaching and believe that the LMS may not be aligned to their teaching style. However, lecturers in technology are continuing their current use, and in some cases are even more curious and enthusiastic about the tool. Lastly, despite the reported benefits of LMSs such as content management and communication, challenges related to system constraints, functional limitations, infrastructure issues and limited technology and LMS skills were reported. Theoretically the study contributes to the body of knowledge about lecturers’ use of LMSs and illustrates how the WSTP model can be used in similar contexts. Practically the study highlights that a comprehensive needs and requirements analysis should be conducted by decision makers prior to implementing a one-fits-all approach, training and ongoing awareness of LMS features is critical to ensure that the system is used optimall
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    Assessing the readiness to adopt technologies of the fourth industrial revolution as a means to improve knowledge management practices in academic institutions
    (University of the Witswatersrand, Johannesburg, 2023) Ankonkwa, Judith B.; Moodley, Althea
    Today's world is being transformed by technological advances in the fourth industrial revolution (4IR). In the education sector, the technological personalities of the academic staff associated with the acceptance of 4IR technologies play a crucial role in learning and teaching. This study assessed the readiness of academic staff to adopt the technologies of the 4IR to improve Knowledge Management (KM) practices. The study used the technology readiness and acceptance model (TRAM). This framework combines two models, the Technologies Readiness Index (TRI) and the Technology Acceptance Model (TAM). TRI has four factors, optimism, innovativeness, discomfort, and insecurity. In the TAM model, the intention to use new technology is affected by two constructs, perceived ease of use and perceived usefulness. This study adopted a mixed method. The research was conducted at the University of the Witwatersrand South Africa in the school of Commerce, Law and Management (CLM). One hundred thirteen questionnaires (113) were sent to academic staff in CLM; only 90 questionnaires were completed, and one was discarded. The remaining 89 questionnaires represented a 78,7% response rate. The questionnaire had two sections, a section with closed-ended questions designed to collect quantitative data and a section with open-ended questions devised to collect qualitative data. Seven hypotheses were developed and tested following the research objectives of the study. These hypotheses were analyzed using multiple regression analysis and Pearson Product Moment Correlation (PPMC) via IBM SPSS statistics version 28. Thematic analysis was also used to assess qualitative data. The study's findings revealed that only optimism significantly affected the perceived usefulness of 4IR technologies. Furthermore, only innovativeness significantly positively affected the perceived ease of use of 4IR technologies. In addition, the results showed no significant effect between perceived ease of use and the intention to use 4IR technologies. Finally, the findings indicated that perceived usefulness and ease of use are instrumental in determining the academic staff's intention to use 4IR technologies. CLM WITS 2023 Abstract iii Today’s world is being transformed by the advance of technologies of the fourth industrial revolution(4IR). In the education sector, the technological personalities of academic staff associated to the acceptance of 4IR technologies plays a crucial role in the way learning and teaching is done