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.