Resistance to e-magazine adoption by mobile phone users: A South African consumer study
| dc.contributor.advisor | Nel, J. | en_ZA |
| dc.contributor.author | Kok, Joelene | en_ZA |
| dc.date.accessioned | 2023-09-29T12:05:32Z | |
| dc.date.available | 2023-09-29T12:05:32Z | |
| dc.date.issued | 2019 | en_ZA |
| dc.description | Dissertation (MBA (Business Administration))--University of the Free State, 2019 | en_ZA |
| dc.description.abstract | In recent years, the publishing industry has experienced competition from social media, online publications and the proliferation of free information on the Internet. As a result digital publishing started to grow during the 2000s and an e-magazine evolved as a digital replica of a printed magazine. Even though e-magazines became available to the consumer to be read on electronic devices including mobile phones; consumers continued to demonstrate a preference for the physical or printed copy of a magazine, and showed reluctance to explore the digital version. The aim of this study was to identify factors that influence South African consumers’ resistance to the adoption of e-magazines on mobile phones. A conceptual model was developed to study resistance behaviour in the adoption of emagazines on mobile phones. The conceptual model consisted of the following constructs: inertia, usage barrier, value barrier, risk barrier, tradition barrier, image barrier, attitude, postponement, opposition and rejection. The research design of this study was quantitative and of a cross-sectional nature due to the data being gathered from a large sample at a particular time. Due to convenience and for time-saving purposes, convenience sampling was done by means of the distribution of self-completion questionnaires to a sample size of 358 respondents that represented the population of magazine readers in South Africa. Primary data was collected through the distribution of the digital self-completion questionnaires to registered students at the Business School of the University of the Free State with the permission of the director; as well as on Facebook and LinkedIn groups. The questions in the questionnaire were kept to a minimum in order to mitigate the risk of loss of work time by allowing for completion within 20 minutes. IBM SPSS version 25 and SmartPLS version 3.2.8 software was used to analyse the collected data. The main findings of the study were as follows. Mobile phone users’ inertia has a positive influence on all five barriers: usage barrier, value barrier, risk barrier, tradition barrier and image barrier. The following three barriers had a negative influence on mobile phone users’ attitude towards e-magazines: usage barrier, value barrier and image barrier. The risk barrier and the tradition barrier did not influence mobile phone users’ attitude towards emagazines. From the results it became evident that inertia did not have a direct influence on mobile phone users’ attitude towards e-magazines, when controlling for the influences of the five innovation resistance barriers. In turn, mobile phone users’ attitude towards emagazines had a negative influence on two of the three types of resistance behaviour: opposition and rejection. Mobile phone users’ attitude towards the adoption of e-magazines proved not to influence postponement negatively, but that the influence was positive. Mobile phone users’ attitude towards the adoption of e-magazines thus enhanced mobile phone users’ adoption postponement. In conclusion, the study provided managers and magazine publishers with recommendations on how to eliminate factors that contribute towards the resistance of emagazine adoption on mobile phones. Recommendations were also given to promote the adoption of the digital product, an e-magazine, amongst South African consumers. | en_ZA |
| dc.identifier.uri | http://hdl.handle.net/11660/12243 | |
| dc.language.iso | en | en_ZA |
| dc.publisher | University of the Free State | en_ZA |
| dc.rights.holder | University of the Free State | en_ZA |
| dc.subject | e-magazine | |
| dc.subject | printed magazine | |
| dc.subject | status quo | |
| dc.subject | inertia | |
| dc.subject | barrier | |
| dc.subject | attitude | |
| dc.subject | resistance | |
| dc.subject | postponement | |
| dc.subject | opposition | |
| dc.subject | rejection | |
| dc.title | Resistance to e-magazine adoption by mobile phone users: A South African consumer study | en_ZA |
| dc.type | Dissertation | en_ZA |
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