Work

Moving towards smart mobility: Factors influencing the intention of consumers to adopt the bus rapid transit (BRT) system

Year: 2022

Type: article

Abstract: The objective of this study was to investigate factors determining the consumers’ intention to adopt the Rea Vaya; a smart transport system in an emerging market setting of Johannesburg, South Africa. The study followed a quantitative research design which entailed the collection of data from 250 respondents, using a self-administered questionnaire. The conceptual model and hypotheses proposed for the study were tested through structural equation modelling (SEM). The findings revealed that attitude was the largest influencer of intention to adopt the Rea Vaya. The managerial implications of the findings of this study include building positive consumer attitudes towards the Rea Vaya. A “Rea Vaya stories” marketing campaign is recommended, where consumers will be encouraged to share their positive experiences of the Rea Vaya on social media and radio.

Source: Cogent Business & Management

DOI: 10.1080/23311975.2022.2089393

Authors: R. Matubatuba, C.F. De Meyer-Heydenrych

Institution: University of Johannesburg

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

SDGs: Sustainable cities and communities, Industry, innovation and infrastructure

Open Access status: gold

Estimated APC paid: $1,165