A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management specialising in Entrepreneurship and New Venture Creation / Resistance to technological innovation by its end users is a crucial indicator which highlights information which could be utilised for a successful implementation of an innovation. The adoption of a technological innovation puts in jeopardy the internal environment, culture, identity and traditional practices of an industry. End-users have been known to be receptive to innovations as long as they do not change industry practices and help improve industry performance. This research seeks to address how an industry in the second economy characterised by high poverty, less education and minimum skills adopts and diffuse technological innovations. A survey was conducted and responses from 182 taxi owners was analysed. The research has identified that education, technology experience, relative advantage and trialability influence the probability of adoption. The results indicated that due to the nature of a social system there are different results about innovation attributes and different adopter categories can be identified in different social systems. Education and knowledge need to be addressed in order to formalise and modernise the taxi industry not just taxi owners but for taxi drivers and other members of the social system. The results have indicated that most taxi owners have positive attitudes about the electronic fare collection system. This research can contribute to the actual adoption and diffusion of the electronic payment system in the south African taxi industry. The electronic fare collection system needs to be sold for its commercial benefit to the taxi industry instead of being presented as a regulatory case for change. / MT2017