Du Plessis, Jacobus Hercules2024-07-182024-07-182022Du Plessis, Jacobus Hercules. (2022). Analysing key factors considered by consumers before adopting 5G- enabled services in South Africa [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace. https://hdl.handle.net/10539/38952https://hdl.handle.net/10539/38952A research report submitted in partial fulfillment of the requirements for the degree of Management in the field of Digital Business to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2022With the mainstream deployment of new 5G mobile data technologies and the growing pressures of social influence, linked with the widespread impact Fake news, it is concerning what effect the before mentioned factors have on consumer adoption of 5G-enabled services has been a growing concern. The main objective of this study was to analyse key factors that consumers consider before adopting 5G-enabled services in South Africa. Value-based adoption model (VAM) was extended to develop a correlational model by adding factors, Social influence, Fake news knowledge to the existing model. The research model was tested by analysing the results from 140 online respondents by employing structural equation modelling (SEM) technique. The result from the study shows the weak but negative impact that consumer sacrifice has on consumer’s perception of value and ultimately consumer adoption. The impact of social influence was also explored but it found not to be significant. Furthermore the results from the study illustrate the significant relationship between Perceived Value which further influences consumer's intentions to adopt 5G enabled services. The last part of the study explores the impact that Fake News has on consumer adoption, and the results prove that the higher the consumer's knowledge of the identification of Fake News is, the less effect it has in dampening the positive effect that social influence had on consumer adoption. Results from this study are also contrasted against the results from previous studies, and the impact of the study on practitioners and researchers is discusseden© 2022 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.5G-enabled servicesValue-based Adoption Model (VAM)Social influencePerceived benefitPerceived sacrificeFake news knowledgeUCTDUser adoption intentionsSDG-8: Decent work and economic growthDissertationUniversity of the Witwatersrand, Johannesburg