Abstract
South Africa has one of the highest urban population numbers in the world of around 63% (PMG, 2019). With such a high level of urban population, public transport plays a major role in achieving sustainable, efficient and high-quality urban living. However, the provision of public transport services has not kept up with the rapid growth of urbanisation (Agyemang, 2015:28). This has increased demand for transport, resulting in increased traffic congestion, putting the road infrastructure under pressure, necessitating alternative means of transportation, such as the Rea Vaya (BRT) (Bus Rapid Transit) system (Agyemang, 2015:28; City of Johannesburg Metropolitan Municipality, 2011). With the introduction of the Rea Vaya (BRT) system as a public transport alternative in Johannesburg, it is important for managers of the Rea Vaya to identify what determines the use and adoption of their transport system and the motivation behind consumer selection of a public transport mode. The literature covered in this study is based on adoption theories; Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TBP), which indicate that adoption of the Rea Vaya (BRT) system is influenced by five variables: perceived ease of use, perceived usefulness, attitude, subjective norms and perceived behavioural control (Suki & Suki, 2011:2; Ajzen, 2011:446-450). The aim of this study is to investigate the determinants of user and non-user adoption of the Rea Vaya (BRT) system in Johannesburg, using the TAM and TPB models. By understanding the factors that influence the adoption of the Rea Vaya (BRT) system by users and non-users, management can understand why consumers choose (or do not choose) their transport mode and implement marketing communications programmes that will appeal to users and non-users respectively. Gaining such kwowledge would gudie management in improving their engagement with consumers. Management of the Rea Vaya (BRT) system will therefore be relevant and appeal to consumers’ different needs and develop marketing communication strategies aimed at increasing usage of the system and thereby reduce congestion on the roads. The study adopted a positivist research paradigm and a descriptive research design using a quantitative research approach. The data was collected using selfadministered questionnaires, distributed to the target population; which were users...
M.Com. (Marketing Management)