A framework for the adoption of digital terrestrial television - the case of Ethekwini municipality.

Abstract

Digital Terrestrial Television (DTT) brings many benefits to viewers compared to regular analogue televisions. Although many countries around the world introduced DTT with such benefits in mind, the rates of DTT adoption have been slow compared to other developing nations, and consequently, many countries, including South Africa, had to postpone the analogue switch-off date. Given the lagging consumer adoption of DTT in Ethekwini Municipality, The purpose of this study is to apply the UTAUT model in predicting the citizens’ intention to adopt DTT and to determine the possible reasons for the slow adoption of DTT in Ethekwini Municipality. This study is exploratory and employs a mixed methods approach, combining a quantitative approach using a survey questionnaire as a data collection tool, and a qualitative research approach, using interviews to collect data from industry experts. A total of 138 out of 267 respondents participated in the quantitative study, resulting in a 52% response rate, while 10 industry experts were interviewed as part of the qualitative study. The structural equation model (SEM) was employed to measure and analyse the relationships of observed values and latent variables, resulting in a new developed model. The findings indicate that the effect of the moderator variables on the relationship between the exogenous constructs and the dependent variable was found not to have a significant impact. The exogenous constructs of the UTAUT model that were investigated are Performance expectancy, The results from the quantitative study showed that there was a positive and significant relationship between the exogenous construct constructs and the behavioural intention to adopt, meaning that the citizens have intention to adopt DTT if it is made available. The qualitative results showed that leadership instability, policy inconsistencies, political interference and self-serving interest from some stakeholders were some of the factors behind the slow adoption of DTT.