Abstract

NTULI, Nkosinathi Wynand  and  KATRODIA, Ankit. The applicability of the Technology Acceptance Model in the usage of African language radio stations: A study of South Africa's Generation Y consumers. JCMAN [online]. 2024, vol.21, n.1, pp.134-156. ISSN 1815-7440.  https://doi.org/10.35683/jcm23.027.249.

PURPOSE OF THE STUDY: The link between African language radio stations (ALSs) and the Technology Acceptance Model (TAM) has not been investigated. The exploration of TAM's applicability in the usage of ALSs may help guide marketers and media entities in attaining a competitive edge over other forms of media. ALSs enjoy almost 75% of the radio market in South Africa; however, they are faced with increased competition from digital media, which in turn augments the media consumption patterns among young consumers such as Generation Y. DESIGN/METHODOLOGY/APPROACH: A quantitative research was conducted wherein a sample of 500 South Africans was drawn using convenience sampling, out of which 494 responded. A self-administered questionnaire was used to collect data from Generation Y individuals between the ages of 18 and 36, and data cleaning resulted in 350 questionnaires that were regarded as usable. FINDINGS: Positive relationships were found between TAM constructs that include intention to use and actual usage, attitude and intention to use, perceived usefulness and intention to use, perceived usefulness and attitude, perceived usefulness and perceived ease of use, perceived ease of use and attitude, subjective norms and perceived usefulness, and subjective norms and perceived ease of use. The outcome of the study indicated that TAM is applicable to Generation Y's usage of ALSs in South Africa. RECOMMENDATIONS/VALUE: This study is one significant contribution in the least explored area of ALSs and indigenous language media in South Africa and similar markets, while it also capacitates ALSs in an environment of continued digital media penetration. MANAGERIAL IMPLICATIONS: Programmes managers and marketers of ALSs need to ensure that ALSs integrate with new media and factors TAM constructs to ensure their relevance within the technology-driven media environment. JEL CLASSIFICATION:

Keywords : African language radio stations; Generation Y; Intention to use; Perceive usefulness; Perceived ease of use; SABC; Subjective norms; Technology Acceptance Model.

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