Faculty of Commerce, Law and Management (ETDs)

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    Attitude and acceptance of Artificial Intelligence technologies in the South African financial services. industry
    (University of the Witwatersrand, Johannesburg, 2024) Wotela, Ruth Rumbidzai; Maier, Christoph
    Despite Artificial Intelligence (AI) being topical, the successful adoption of AI technologies within organisations has been slower than expected. Literature and past research highlights the mixed and contradictory views and findings regarding employees’ attitude and acceptance of AI technologies, which challenge the successful implementation and use of AI technologies. Further, research on employees’ attitude and acceptance of AI technologies in emerging market economies, such as South Africa, and specifically within mandatory settings is limited. The purpose of this research was to investigate and determine factors influencing employees’ attitude and acceptance of AI technologies amongst employees within the financial services industry, where the use of AI technologies is mandatory. The Technology Acceptance Model (TAM) and the Technology-Organisation-Environment (TOE) framework were integrated and extended. This quantitative research study used a cross-sectional design. An online survey was distributed to employees within financial services organisations. A total of 410 valid responses were analysed using descriptive statistics, correlation analysis and regression analysis. Textual responses from the open-ended questions were categorised and presented visually in the form of word clouds. The research results indicate that each of the technological, individual, organisational, and environmental factors have a significant positive effect on attitude towards use of AI technologies. Multiple regression and stepwise regression analysis were used to identify the most influential determinants of attitude towards use of AI technologies from all the technological, individual, organisational and environmental factors. The results indicate that employee wellbeing, competitive pressure, perceived usefulness, management support, perceived ease of use, organisational justice and customer pressure are key determinants of attitude towards the use of AI technologies. The attitude-acceptance relationship is confirmed, as attitude towards use of AI technologies positively influences the acceptance of AI technologies. Although employees’ job roles do not moderate the relationship between attitude and acceptance of AI technologies, their experience with using AI technologies does. Based on these findings the ITOE model for implementing AI technologies is developed, and can be used to facilitate the successful implementation and use of AI technologies. The implications of this research, as well as recommendations for organisations and future research are also discussed.
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    Factors influencing the adoption of solar PV technology by South African householders
    (University of the Witwatersrand, Johannesburg, 2023) Zondi, Lucky; Keratiloe, Mogotsi
    South Africa is endowed with one of the best solar resources in the world. Yet South African households are experiencing load shedding or rolling blackouts due to poor performance of coal-fired power stations that are operated by the national power utility, Eskom. One of the options to reduce the impact of load shedding for households is to generate and supply their own electricity from rooftop solar photovoltaic (PV) systems. This study was aimed at developing an understanding of motivational and control factors that influence decision-making in the adoption of rooftop solar PV technology by South African households. The framework of the Theory of Planned Behaviour (TPB) was applied to investigate the extent to which attitude, perceived social pressure and subjective knowledge influence the intention of households to purchase and install rooftop solar PV systems. This study expands the body of knowledge that can inform marketing activities and government policymaking aimed at improving the uptake of rooftop solar PV systems in South Africa. The study targeted a population of post-graduate students through an online survey that yielded 239 respondents. The data and results were analysed using the structural equation modelling (SEM). The results of this study established that South African households had a positive attitude towards rooftop solar PV technology. But the attitude had an inconclusive association with the intention to purchase a rooftop solar PV system. Both the perceived social pressure and subjective knowledge had a positive association with the intention of households to purchase a rooftop solar PV system. It was recommended that marketers should disseminate relevant information to communities, and policymakers should develop policies and incentives that support the adoption of solar PV technology in South Africa. Future research was recommended to examine the household attitude construct in a larger sample, including other factors that may affect the household intention to purchase rooftop solar PV system
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    Consumer perceptions of the transition from coal to renewable energy in South Africa: Consumer perception toward the transition from fossil fuel to renewable energy technology for electricity generation in South Africa
    (University of the Witwatersrand, Johannesburg, 2023) Sebothoma, Captain; Hildebrandt, Diane; Bruce, Young
    The South African government has announced investments in renewable energy technology initiatives to address the electricity supply gap created by loadshedding and inefficiencies at Eskom, the country's power utility. However, a few studies on public acceptance on renewable energy technology have been undertaken in many countries, including one conducted in Nigeria by Rosemary Nike Wojuola, which found that the public always has some opposing thoughts on the deployment of such technologies. The purpose of the study was to understand the consumer's perceptions on the transition from fossil fuel to renewable energy technology for electricity generation in South Africa, and it will assist to improve policies that encourage consumers to embrace and learn about electricity generated by renewable energy sources. The “technology acceptance model’ and ‘theory of reasoned action” are used to evaluate the beliefs, attitudes, and perceptions concerning renewable energy technology in relation to sustainable behaviour. A quantitative approach (survey) was employed in this study to investigate South African electricity consumers' awareness of sustainable development (including knowledge, beliefs, perceptions, and attitudes). Statistical software (IBM SPSS Statistics version 28) was used to conduct inferential and descriptive statistical analysis on the collected data, allowing the researcher to derive predictions (or "inferences") from the data. The majority of participants, according to the data, had high levels of education (at least a graduate degree), which means that the sample does not represent the South African population as a whole. Based on the study findings, participant’s generally have an average level of knowledge regarding renewable energy technology, with females scoring lower than males. The results of a regression study between attitude calculated and behavioural intention of the consumers to adopt renewable energy technology were F=15.378 and p=0.001. This means that the research model fit the data and there was a positive association between the two variables (attitude calculated and behavioural intention). Lack of information, affordability, and unknown benefits of renewable energy technologies were the main barriers to participants' willingness to install renewables in their homes. Additionally, the study revealed that consumers depend on the government to speed up the development of renewable vi energy technologies for the production of electricity; however, there is evidence that the current administration is failing to maintain the existing fossil fuel infrastructure to ensure that the public has access to reliable electricity. The findings also show that the consumer's perception or attitude toward renewable energy technology is influenced by the perceived usefulness and ease of use, as well as the participants knowledge and beliefs about the technology. Thus, there is a need for renewable energy technology education that is sufficient to foster a favourable impression of renewable energy technologies among the general public. To foster a sustainable culture driven by the adoption of renewable energy technology for electricity generation across the country, sustainability should also be covered in education programs at all educational levels