Diffusion of Innovation and the Technology Adoption Curve: Where Are We? The Zimbabwean Experience

Abstract

The introduction of the Internet has led to the development of new technologies and applications that have been adopted by organisations and their users to enable them to survive in this age of technology. Online technologies have penetrated Zimbabwe, particularly in the retail industry, however, little research has been done to link the research results to theory particularly the technology adoption theories. Therefore the objective of this study was to explore the current extent of adoption of online transaction platforms in the retail industry in Zimbabwe. Furthermore, this paper purposed to determine the extent of this adoption on the Technology Adoption Curve. The online transaction platforms studied were Internet banking, Automated Teller Machines, Mobile banking, Point of Sale and Mobile money. The study took a mixed method approach where both qualitative and quantitative strategies were used. A three-sample dataset comprising of 268 bank and supermarket customers, 56 bank managers and 31 supermarket managers was used. The resultant adoption rates were plotted on Moore’s Technology Adoption Curve. The results indicated that although the retail industry had made great strides to adopt online technology platforms, but the adoption by customers was relatively low at a market penetration of 14.5%. The study thus concluded that Zimbabwe’s online technologies were in their infancy stage on the maturity model adoption curve and were inside Moore’s chasm on the technology adoption curve. The study recommended to customers to use the adopted online technologies in order to keep abreast with the digital era. On the other hand, banks and supermarkets were urged to devise marketing strategies in an effort to cross the chasm in the Technology Adoption Curve.