A framework for the adoption of digital terrestrial television - the case of eThekwini Municipality. Uhlaka Lokutholwa Kwe-Digital Terrestrial Umabonakude - Udaba lukaMasipala weTheku.

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. Iqoqa:

I-Digital Terrestrial Television (DTT) inosizo olukhulu kubabukeli uma kuqhathaniswa nohlobo lomabunakude abayi-analogue. Nakuba amazwe amaningi emhlabeni ethula lolu hlobo lwe-DDT emazweni awo ngoba elandela lezi zinto eziningi ezitholakalayo, amazinga okwamukela i-DTT asephansi kabi uma kuqhathaniswa nokwasemazweni asathuthuka kangangokuthi elaseNingizimu Afrika sekukaningi lihlehlisa usuku lokucima uhlelo lwe-analogue. Ngenxa yokulibala kwabanikazi bomabonakude ukuthi bashintshele ku-DTT ezindaweni zikaMasipala waseThekwini lolu cwaningo luhlose ukusebenzisa imodeli i-UTAUT ekuzameni ukuhlonza ngezinhloso zezakhamuzi ekuthatheni i-DTT kanye nokuthola izizathu okuyizona ezibangela ukuthi kuthathe kancane ukwamukelwa kwalolu hlelo lwe-DTT eThekwini. Lolu wucwaningo oluhlolayo futhi lusebenzisa indlela engxube luyihlanganisa neyikhwantithethivu. Ekuqoqeni imininingo lusebenzisa uhlu lwemibuzo yesaveyi bese kuthi ngokwendlela yokucwaninga eyikhwalithethivu lusebenzisa izinhlolomibono ekuqoqeni imininingo kochwepheshe bakule mboni. Kwababezophendula imibuzo abangama-267 bayi-138 sebebonke ababamba iqhaza ocwaningweni oluyikhwalithethivu, okusho ukuthi izinga lalabo abaphendula lingama-52%, kanti kwabuzwa imibuzo kochwepheshe bakule mboni abayi-10 kuyo le ngxenye eyikhwalitheyithivu. Kwasetshenziswa i-structural equation model (SEM) ekuhloleni nasekuhlaziyeni ubudlelwano bamagugu abonakalayo kanye namavariyebuli acashile ukuze kuthuthukiswe imodeli entsha. Imiphumela iveza ukuthi umthelela wamavariyebuli aziwa ngele-moderator variables ebudlelwaneni obuphakathi kwezincazelokuzakhela eziqhamuka ngaphandle kanye nevariyebuli encikile wakhombisa ukuba namandla amakhulu. Izincazelokuzakhela zangaphandle zemodeli i-UTAUT ezaphenywa zaba ngezokusebenza okulindelekile. Imiphumela yocwaningo oluyikhwantithethivu yaveza ukuthi kunobudlelwane obuhle nobukhulu phakathi kwezincazelokuzakhela zangaphandle kanye nokuzimisela ukwamukela, okuchaza ukuthi izakhamizi zizimisele ukwamukela i-DTT uma isitholakala. Imiphumela eyikhwalithethivu yaveza ukuthi ukungazinzi kobuhloli, izinqubomgomo ezishintsha njalo, ukugxambukela kwezombusazwe kanye nokuba ogombelakwesakhe kwalabo abangababambiqhaza kungezinye zezimo ezidala ukwamukeleka kwe-DTT ngendlela ehamba kancane kakhulu. Imiphumela yalolu cwaningo inemithelela eminingi kulabo abenza izinqubomgomo kanye nabasakazi kanti ingabhekiswa kakhulu ezakhamizini ngoba imininingo yesampula yayiqoqwa ezinkundleni zokuxhumana, okuyinto eyayivalela ngaphandle labo emiphakathini abangenayo indlela yokusebenzisa lezi zinkundla zokuxhumana. Imiphumela yalolu cwaningo yenezezela kwinjulalwazi ngalezi zindlela ezilandelayo: imodeli i-UTAUT yenezezelwa ngolwazi lobuchwepheshe njengencazelokuzakhela eyengeziwe kanti ibuye yenze neziphakamiso kulabo abathuthukisa izinqubomgomo.