Abstract in English, Afrikaans and Zulu / The study investigated the effects of social media on mobile money adoption in South Africa and Zimbabwe. The main gap identified in empirical literature is the omission of social media use in technology adoption models and social networking theories. While some theories acknowledge the role of social influences in technology adoption, the social interactions considered therein are not mediated through the internet as is social media. Furthermore, no empirical study has to date focused on how social media influences mobile money technology adoption. Thus, this study deviates from the offline social network analysis approach which is restricted to the neighbourhood effects, physical contact, cell phone calls and text messages where information on mobile money technology is disseminated to an individual’s limited social circle. The secondary data used for the study were obtained from individual responses in the cross-sectional FinScope consumer surveys South Africa 2015 and Zimbabwe 2014 which were conducted and reported by FinMark Trust (2015; 2014). The study employed the binary logistic regression model to estimate the nature of effect. The results of the study indicated that use of social media had a positive and statistically significant impact on mobile money adoption in both South Africa and Zimbabwe. The results also revealed that despite there being a lower internet penetration and social media usage rate in Zimbabwe than South Africa, the use of social media in the former led to a higher rate of mobile money adoption. The study also established that mere use of social media and availability of mobile money technology did not translate to a high adoption rate; instead, availability had to be matched by a demand for the financial services. Additionally, the study found that the interaction of mobile money adoption and use of social media increased the overall mobile money adoption in both countries. The study recommended the implementation of collective policies that increase internet penetration to facilitate increased use of social media platforms and promote mobile money adoption to foster improved financial inclusion in developing countries. / Hierdie studie het die gevolge van sosiale media op die ingebruikneming van mobiele geld in Suid-Afrika en Zimbabwe ondersoek. Die belangrikste leemte wat in empiriese literatuur geïdentifiseer is, is die weglating van die gebruik van sosiale media in tegnologieaanvaardingsmodelle en sosialenetwerkvorming-teorieë. Hoewel sommige teorieë (teorie van beredeneerde handeling; teorie van beplande gedrag; diffusie van innovasie) die rol van sosiale invloede op tegnologieaanvaarding erken, word die sosiale interaksies wat daarin oorweeg word nie deur middel van die internet bemiddel nie, soos wel in die geval van sosiale media. Boonop het geen empiriese studie tot op hede gefokus op hoe sosiale media die ingebruikneming van mobielegeld-tegnologie beïnvloed nie. Hierdie studie wyk dus af van die niegekoppelde sosialenetwerkontleding-benadering, wat beperk is tot die omgewingsgevolge, fisieke kontak, selfoonoproepe en teksboodskappe, waar inligting oor mobielegeld-tegnologie aan ʼn individu se beperkte sosiale kring versprei word. Die sekondêre data wat vir die studie gebruik is, is verkry uit afsonderlike response in die deursnee- FinScope-verbruikersopnames (Suid-Afrika 2015 en Zimbabwe 2014), wat onderneem en bekendgemaak is deur FinMark Trust (2015; 2014). Die studie maak gebruik van die binêre logistiese regressiemodel om die aard van effek te skat. Studiebevindings dui daarop dat die gebruik van sosiale media ’n positiewe en statisties beduidende uitwerking op die ingebruikneming van mobiele geld in sowel Suid-Afrika as Zimbabwe het. Die resultate wys ook dat, ondanks ’n laer internetpenetrasie en sosialemedia-gebruikskoers in Zimbabwe, die gebruik van sosiale media in Zimbabwe tot ’n hoër koers van ingebruikneming van mobiele geld in dié land as in Suid-Afrika tot gevolg het. Daar word verder waargeneem dat die blote gebruik van sosiale media en die beskikbaarheid van mobielegeld-tegnologie nie geredelik omgesit kan word in ’n hoë ingebruiknemingskoers nie; beskikbaarheid moet met ’n vraag na die finansiële dienste gepaard gaan. Daarbenewens toon die studie dat die interaksie tussen mobielegeld-ingebruikneming en die gebruik van sosiale media die oorkoepelende ingebruikneming van mobiele geld in albei lande versterk. Die studie beveel die implementering van beleide aan wat internetpenetrasie verhoog om wydverspreide gebruik van sosiale media te fasiliteer, wat op sy beurt die ingebruikneming van mobiele geld sal bevorder, wat finansiële insluiting sal bevorder. / Ucwaningo luphenyisise imiphumela ye-social media ekwamukelweni kwe-mobile money eNingizimu Afrika naseZimbabwe. Igebe elikhulu eliphawuliwe kwimibhalo yobufakazi ukweqiwa kokussetshenziswa kwe-social media ekwamukelweni kwama-technology adoption models kanye namathiyori e-social networking. Kodwa amanye amathiyori (i-theory of reasoned action; i-theory of planned behaviour; i-diffusion of innovation) amukela indima yemithelela ye-social influences ekwamukelweni kwetheknoloji, ngokusebenzisana kwama-social interactions abonelelwe lapha, awaxhunyaniswa nge-inthanethi, njenge-social media. Kanti-ke futhi okunye, akukho bufakazi bocwaningo kuze kubemanje obugxile kwindlela i-social media enomthelela ngayo kwi-mobile money technology adoption. Ngakho-ke, lolu cwaningo luyehluka kwizinqubo ze-offline social network analysis approach, enezihibe kwimiphumela esondelene nayo, ukuxhumana ngokubamba, ukushayelana izingcingo nge-cellphone, kanye nemilayezo ebhaliwe, lapho ulwazi kwi-mobile money technology lusatshalaliswa kumuntu ngamunye nalabo asondelene nabo. I-secondary data esetshenzisiwe kucwaningo itholakale kwizimpendulo zabantu ngamunye kwi-cross-sectional FinScope consumer surveys (iNingizimu Afrika 2015 kanye neZimbabwe 2014), olwenziwa nokubikwa nge-FinMark Trust (2015:2014). Ucwaningo lusebenzisa i-binary logistic regression model ukulinganisa inhlobo yomphumela. Imiphumela yocwaningo ikhombisa ukuthi i-social media inomphumela omuhle futhi ngomphumela wezibalo ezibalulekile ekwamukelweni kwe-mobile money okwamukelwe kuwo womabili amazwe iNingizimu Afrika kanye neZimbabwe. Imiphumela ikhombise nokuthi, ngisho noma i-inthanethi ingakangeneleli kangako kwezinye izindawo, kodwa izinga lokusetshenziswa kwe-social media eZimbabwe kungaphezulu kuneNingizimu Afrika, ukusetshenziswa eZimbabwe kuhola phambili ngezinga eliphezulu ekwamukelweni kwe-mobile money kunaseNingizimu Afrika. Kanti futhi kuphawulwa ukuthi ukusetshenziswa kwe-social media kanye nokutholakala kwe-mobile money technology, akuhambelani ngezinga lokwamukelwa kakhulu; ukutholakala kumele kuhambelane nesidingeko samasevisi ezezimali. Nangaphezu kwalokho, ucwaningo lukhombisa ukuthi ukusebenzisana kokwamukelwa kwe-mobile money nokusetshenziswa kwe-social media kuphakamisa ukwamukelwa kakhulu kwe-mobile money kuwo womabili amazwe. Ucwaningo luncoma ukuthi ukwamukelwa kwemigomo enyusa ukungenelela kakhulu kwe-inthanethi ukulekelela ukusetshenziswa kakhulu kwe-social media, kanti futhi lokhu okuzophakamisa kakhulu ukwamukelwa kwe-mobile money okusiza ukubandakanya wonke kwezezimali. / Business Management / D. Phil. (Management Studies)

Abstracts in English, Afrikaans and Zulu / The study investigated the effects of social media on mobile money adoption in South Africa and Zimbabwe. The main gap identified in empirical literature is the omission of social media use in technology adoption models and social networking theories. While some theories acknowledge the role of social influences in technology adoption, the social interactions considered therein are not mediated through the internet as is social media. Furthermore, no empirical study has to date focused on how social media influences mobile money technology adoption. Thus, this study deviates from the offline social network analysis approach which is restricted to the neighbourhood effects, physical contact, cell phone calls and text messages where information on mobile money technology is disseminated to an individual’s limited social circle. The secondary data used for the study were obtained from individual responses in the cross-sectional FinScope consumer surveys South Africa 2015 and Zimbabwe 2014 which were conducted and reported by FinMark Trust (2015; 2014). The study employed the binary logistic regression model to estimate the nature of effect. The results of the study indicated that use of social media had a positive and statistically significant impact on mobile money adoption in both South Africa and Zimbabwe. The results also revealed that despite there being a lower internet penetration and social media usage rate in Zimbabwe than South Africa, the use of social media in the former led to a higher rate of mobile money adoption. The study also established that mere use of social media and availability of mobile money technology did not translate to a high adoption rate; instead, availability had to be matched by a demand for the financial services. Additionally, the study found that the interaction of mobile money adoption and use of social media increased the overall mobile money adoption in both countries. The study recommended the implementation of collective policies that increase internet penetration to facilitate increased use of social media platforms and promote mobile money adoption to foster improved financial inclusion in developing countries. / Hierdie studie het die gevolge van sosiale media op die ingebruikneming van mobiele geld in Suid-Afrika en Zimbabwe ondersoek. Die belangrikste leemte wat in empiriese literatuur geïdentifiseer is, is die weglating van die gebruik van sosiale media in tegnologieaanvaardingsmodelle en sosialenetwerkvorming-teorieë. Hoewel sommige teorieë (teorie van beredeneerde handeling; teorie van beplande gedrag; diffusie van innovasie) die rol van sosiale invloede op tegnologieaanvaarding erken, word die sosiale interaksies wat daarin oorweeg word nie deur middel van die internet bemiddel nie, soos wel in die geval van sosiale media. Boonop het geen empiriese studie tot op hede gefokus op hoe sosiale media die ingebruikneming van mobielegeld-tegnologie beïnvloed nie. Hierdie studie wyk dus af van die niegekoppelde sosialenetwerkontleding-benadering, wat beperk is tot die omgewingsgevolge, fisieke kontak, selfoonoproepe en teksboodskappe, waar inligting oor mobielegeld-tegnologie aan ʼn individu se beperkte sosiale kring versprei word. Die sekondêre data wat vir die studie gebruik is, is verkry uit afsonderlike response in die deursnee- FinScope-verbruikersopnames (Suid-Afrika 2015 en Zimbabwe 2014), wat onderneem en bekendgemaak is deur FinMark Trust (2015; 2014). Die studie maak gebruik van die binêre logistiese regressiemodel om die aard van effek te skat. Studiebevindings dui daarop dat die gebruik van sosiale media ’n positiewe en statisties beduidende uitwerking op die ingebruikneming van mobiele geld in sowel Suid-Afrika as Zimbabwe het. Die resultate wys ook dat, ondanks ’n laer internetpenetrasie en sosialemedia-gebruikskoers in Zimbabwe, die gebruik van sosiale media in Zimbabwe tot ’n hoër koers van ingebruikneming van mobiele geld in dié land as in Suid-Afrika tot gevolg het. Daar word verder waargeneem dat die blote gebruik van sosiale media en die beskikbaarheid van mobielegeld-tegnologie nie geredelik omgesit kan word in ’n hoë ingebruiknemingskoers nie; beskikbaarheid moet met ’n vraag na die finansiële dienste gepaard gaan. Daarbenewens toon die studie dat die interaksie tussen mobielegeld-ingebruikneming en die gebruik van sosiale media die oorkoepelende ingebruikneming van mobiele geld in albei lande versterk. Die studie beveel die implementering van beleide aan wat internetpenetrasie verhoog om wydverspreide gebruik van sosiale media te fasiliteer, wat op sy beurt die ingebruikneming van mobiele geld sal bevorder, wat finansiële insluiting sal bevorder. / Ucwaningo luphenyisise imiphumela ye-social media ekwamukelweni kwe-mobile money eNingizimu Afrika naseZimbabwe. Igebe elikhulu eliphawuliwe kwimibhalo yobufakazi ukweqiwa kokussetshenziswa kwe-social media ekwamukelweni kwama-technology adoption models kanye namathiyori e-social networking. Kodwa amanye amathiyori (i-theory of reasoned action; i-theory of planned behaviour; i-diffusion of innovation) amukela indima yemithelela ye-social influences ekwamukelweni kwetheknoloji, ngokusebenzisana kwama-social interactions abonelelwe lapha, awaxhunyaniswa nge-inthanethi, njenge-social media. Kanti-ke futhi okunye, akukho bufakazi bocwaningo kuze kubemanje obugxile kwindlela i-social media enomthelela ngayo kwi-mobile money technology adoption. Ngakho-ke, lolu cwaningo luyehluka kwizinqubo ze-offline social network analysis approach, enezihibe kwimiphumela esondelene nayo, ukuxhumana ngokubamba, ukushayelana izingcingo nge-cellphone, kanye nemilayezo ebhaliwe, lapho ulwazi kwi-mobile money technology lusatshalaliswa kumuntu ngamunye nalabo asondelene nabo. I-secondary data esetshenzisiwe kucwaningo itholakale kwizimpendulo zabantu ngamunye kwi-cross-sectional FinScope consumer surveys (iNingizimu Afrika 2015 kanye neZimbabwe 2014), olwenziwa nokubikwa nge-FinMark Trust (2015:2014). Ucwaningo lusebenzisa i-binary logistic regression model ukulinganisa inhlobo yomphumela. Imiphumela yocwaningo ikhombisa ukuthi i-social media inomphumela omuhle futhi ngomphumela wezibalo ezibalulekile ekwamukelweni kwe-mobile money okwamukelwe kuwo womabili amazwe iNingizimu Afrika kanye neZimbabwe. Imiphumela ikhombise nokuthi, ngisho noma i-inthanethi ingakangeneleli kangako kwezinye izindawo, kodwa izinga lokusetshenziswa kwe-social media eZimbabwe kungaphezulu kuneNingizimu Afrika, ukusetshenziswa eZimbabwe kuhola phambili ngezinga eliphezulu ekwamukelweni kwe-mobile money kunaseNingizimu Afrika. Kanti futhi kuphawulwa ukuthi ukusetshenziswa kwe-social media kanye nokutholakala kwe-mobile money technology, akuhambelani ngezinga lokwamukelwa kakhulu; ukutholakala kumele kuhambelane nesidingeko samasevisi ezezimali. Nangaphezu kwalokho, ucwaningo lukhombisa ukuthi ukusebenzisana kokwamukelwa kwe-mobile money nokusetshenziswa kwe-social media kuphakamisa ukwamukelwa kakhulu kwe-mobile money kuwo womabili amazwe. Ucwaningo luncoma ukuthi ukwamukelwa kwemigomo enyusa ukungenelela kakhulu kwe-inthanethi ukulekelela ukusetshenziswa kakhulu kwe-social media, kanti futhi lokhu okuzophakamisa kakhulu ukwamukelwa kwe-mobile money okusiza ukubandakanya wonke kwezezimali. / Business Management / D. Phil. (Management Sciences)

Text in English with summary and key words in English, isiZulu and Afrikaans / Information and Communications Technology (ICT) adoption in a multicultural context needs to be well understood, since smooth ICT operations within several key sections of any multicultural organisation are impacted on by cultural factors. This study seeks to investigate the importance and effects of several variables – cultural tastes, cultural values, social structures, and the communication context and language – on ICT adoption in the African Union (AU). It also enhances understanding of issues faced by AU when adopting ICT in their daily operations. The study has reviewed theoretical literature, specifically Diffusion of Innovation Theory (DIT), Unified Theory of Acceptance and Use of Technology (UTAUT), The Competing Values Framework/Model, and Value-Based Adoption Model (VAM). The study used the value-based adoption model because in a multicultural environment such as AU, if an innovation is valuable and cost effective then they users are likely to adopt it. Reliability scores of the constructs were calculated by averaging the scores. The variables that could cause impact on ICT adoption included cultural values, social structure, culture taste, language and communication context. The tool was tested for reliability, and those questions that were found and unreliable questions were taken out from the final study. To enhance the test of validity of factors, Exploratory Factor Analysis (EFA) was preferred as the initial step in the validation process. The research was conducted at the AU offices within and outside of Ethiopia. A total of 288 participants completed a semi-structured questionnaire. Exploratory factor analysis was used. The findings indicate that language and cultural taste had a noteworthy effect at the stated significance level (α<0.05). Cultural values, communication, social structure and the communication context were found to be insignificant at the stated significance level (α<0.05). The study recommends that the AU embraces inclusivity of different and diverse languages into its ICT systems, to facilitate adoption and use by employees. In conclusion, the study points out that cultural tastes and languages are the vital elements in the adoption of ICT in the AU. / Ukwamukelwa kohlelo lezobuChwepheshe Bolwazi Kanye nokuXhumana (Information and communications technology (ICT) kwizidingo zesimo esiqukethe amasiko amaningi kufanele kuzwisiseke kahle, njengoba imisebenzi ehamba kahle yohlelo lwe-ICT kwimikhakha esemqoka yanoma iyiphi inhlangano enamasiko amaningi ithintwa yimithelela yosikompilo. Lolu cwaningo luqonde ukuphenya ukubaluleka Kanye nemithelela yezinto ezahlukene, kuxutshwa phakathi izinhlobo zamasiko, ubuhle bamasiko, izakhowo zomphakathi, Kanye nesimo sokuxhumana Kanye nolimi, phezu kokwamukelwa kwe-ICT kwinhlangano yoBunye be-Afrika (African Union (AU), ngenhloso yokuqinisa ulwazi lwezinto ezihlupha inhlangano ye-AU, uma yamukela uhlelo lwe-ICT kwimisebenzi yalo yansuku zonke. Ucwaningo luye lwabuyekeza ukuba khona ithiyori yombhalo wobuciko, ikakhulu ithiyori ebizwa nge-Diffusion of Innovation Theory (DIT), uhlelol lwe-Unified Theory of Acceptance and Use of Technology (UTAUT), uhlelo lwe-Competing Values Framework/Model Kanye ne-Value-based Adoption Model (VAM). Lolu hlelo lokugcina lusetshenzisiwe, ngoba kwisizinda samasiko amaningi esinjenge-AU, uma ngabe uhlelo lwamaqhinga amasha lutholakala lusemqoka futhi lungembi eqolo, ngakho-ke abasebenzisi balo bangalwamukela. Ucwaningo lwenziwa kumahovisi enhlangano ye-AU ezindaweni ezimbili ngaphakathi nangaphandle kwezwe lase-Ethiopia. Inani lonke labadlalindima aba-288 bagcwalise umbhalo wemibuzo ombaxambili. Amaphuzu achaza ukwethembeka (reliability scores) ezakhiwo akhalukhuleyithwe ngokuwalinganisa (averaged). Ithuluzi lohlelo lwe-VAM luhlolwe ngenhloso yokuthola izinga lokwethembeka, kanti-ke yinoma iyiphi imibuzo engathembeki isusiwe kucwaningo. Ukuqinisa uhlelo lokuhlola izinga lokufaneleko kwemithelela (validity of factors), ukuhlaziywa kwemithelela ephenyayo (exploratory factor analysis (EFA) kunconywe njengesinyathelo sokuqala kuhlelo lwe-validation. Ulwazi olutholakele luveza ukuthi ulimi kanye losikompilo kube nomthelela obonakalayo kwisilinganiso se (<0.05), kanti izimfundisa ezinhle zamasiko, ukuxhumana, isakhiwo somphakathi kanye nesimo sezokuxhumana kutholakele ukuthi akubalulekile kwisilinganiso esichaziwe sezinga le (<0.05). Ucwaningo luncoma ukuthi i-AU yamukela uhlelo lokufaka amasiko onke ngokusebenzisa izilimi ezahlukahlukene kumasistimu ayo e-ICT, ukunceda ukwamukelwa kanye nokusetshenziswa ngabasebenzi. Sengiphetha, ucwaningo, ucwaningo luyachaza ukuthi izinhlobo ezahlukene zamasiko kanye nezilimi kuyizinhlaka ezisemqoka ekwamukelweni kohlelo lwe-ICT ngaphakathim kwe-AU. / Die ingebruikneming van inligtings- en kommunikasietegnologie (IKT) in ʼn multikulturele konteks moet goed begryp word, aangesien vloeiende IKT-werksaamhede in verskeie sleutelsektore van enige multikulturele organisasie deur kulturele faktore beïnvloed word. Hierdie studie het ten doel gehad om die belangrikheid van verskillende veranderlikes, insluitende kulturele smake, kulturele waardes, sosiale strukture, en die kommunikasiekonteks en -taal, en die invloed daarvan op IKT-ingebruikneming in die Afrika-unie (AU) te ondersoek, met die oog op verbeterde begrip van die kwessies waarmee die AU gekonfronteer word wanneer IKT in hul daaglikse werksaamhede gebruik word. In die studie is die beskikbare teoretiese literatuur hersien, spesifiek die Diffusie van Innovasie- Teorie (DIT), die Saambindende Teorie van Aanvaarding en Gebruik van Tegnologie (UTAUT), die Mededingende Waardes-raamwerk/-model en die Waardegebaseerde Ingebruikneming-model (VAM). Laasgenoemde is toegepas, want in ʼn multikulturele omgewing soos dié van die AU sal gebruikers waarskynlik ʼn innovasie gebruik indien dit waardevol en kostedoeltreffend is. Die navorsing is by AU-kantore in sowel as buite Etiopië uitgevoer. Altesaam 288 deelnemers het ʼn halfgestruktureerde vraelys voltooi. Die betroubaarheidspuntetelling van die konstrukte is bereken deur hul gemiddelde te bepaal. Die VAM-hulpmiddel is getoets vir betroubaarheid, en enige onbetroubare vrae is uit die finale studie verwyder. Om die toets van geldigheid van faktore te versterk, is verkennende faktorontleding (EFA) verkies as die aanvanklike stap in die proses van geldigheidsbepaling. Die bevindinge het getoon dat taal en kulturele smaak ʼn noemenswaardige uitwerking op die genoemde beduidendheidspeil (<0.05) gehad het, terwyl kulturele waardes, kommunikasie, sosiale struktuur en die kommunikasiekonteks onbeduidend blyk te wees op die genoemde beduidendheidspeil (<0.05). Die studie beveel aan dat die AU inklusiwiteit verwelkom deur diverse tale in sy IK-stelsels te gebruik, om aanvaarding en ingebruikneming daarvan deur werknemers te bewerkstellig. Ten slotte: die studie het bevind dat kulturele smake en tale deurslaggewende elemente in die aanvaarding van IKT in die AU is / Ukwamukelwa kohlelo lezobuChwepheshe Bolwazi Kanye nokuXhumana (Information and communications technology (ICT) kwizidingo zesimo esiqukethe amasiko amaningi kufanele kuzwisiseke kahle, njengoba imisebenzi ehamba kahle yohlelo lwe-ICT kwimikhakha esemqoka yanoma iyiphi inhlangano enamasiko amaningi ithintwa yimithelela yosikompilo. Lolu cwaningo luqonde ukuphenya ukubaluleka Kanye nemithelela yezinto ezahlukene, kuxutshwa phakathi izinhlobo zamasiko, ubuhle bamasiko, izakhowo zomphakathi, Kanye nesimo sokuxhumana Kanye nolimi, phezu kokwamukelwa kwe-ICT kwinhlangano yoBunye be-Afrika (African Union (AU), ngenhloso yokuqinisa ulwazi lwezinto ezihlupha inhlangano ye-AU, uma yamukela uhlelo lwe-ICT kwimisebenzi yalo yansuku zonke. Ucwaningo luye lwabuyekeza ukuba khona ithiyori yombhalo wobuciko, ikakhulu ithiyori ebizwa nge-Diffusion of Innovation Theory (DIT), uhlelol lwe-Unified Theory of Acceptance and Use of Technology (UTAUT), uhlelo lwe-Competing Values Framework/Model Kanye ne-Value-based Adoption Model (VAM). Lolu hlelo lokugcina lusetshenzisiwe, ngoba kwisizinda samasiko amaningi esinjenge-AU, uma ngabe uhlelo lwamaqhinga amasha lutholakala lusemqoka futhi lungembi eqolo, ngakho-ke abasebenzisi balo bangalwamukela. Ucwaningo lwenziwa kumahovisi enhlangano ye-AU ezindaweni ezimbili ngaphakathi nangaphandle kwezwe lase-Ethiopia. Inani lonke labadlalindima aba-288 bagcwalise umbhalo wemibuzo ombaxambili. Amaphuzu achaza ukwethembeka (reliability scores) ezakhiwo akhalukhuleyithwe ngokuwalinganisa (averaged). Ithuluzi lohlelo lwe-VAM luhlolwe ngenhloso yokuthola izinga lokwethembeka, kanti-ke yinoma iyiphi imibuzo engathembeki isusiwe kucwaningo. Ukuqinisa uhlelo lokuhlola izinga lokufaneleko kwemithelela (validity of factors), ukuhlaziywa kwemithelela ephenyayo (exploratory factor analysis (EFA) kunconywe njengesinyathelo sokuqala kuhlelo lwe-validation. Ulwazi olutholakele luveza ukuthi ulimi kanye losikompilo kube nomthelela obonakalayo kwisilinganiso se (<0.05), kanti izimfundisa ezinhle zamasiko, ukuxhumana, isakhiwo somphakathi kanye nesimo sezokuxhumana kutholakele ukuthi akubalulekile kwisilinganiso esichaziwe sezinga le (<0.05). Ucwaningo luncoma ukuthi i-AU yamukela uhlelo lokufaka amasiko onke ngokusebenzisa izilimi ezahlukahlukene kumasistimu ayo e-ICT, ukunceda ukwamukelwa kanye nokusetshenziswa ngabasebenzi. Sengiphetha, ucwaningo, ucwaningo luyachaza ukuthi izinhlobo ezahlukene zamasiko kanye nezilimi kuyizinhlaka ezisemqoka ekwamukelweni kohlelo lwe-ICT ngaphakathim kwe-AU. / Die ingebruikneming van inligtings- en kommunikasietegnologie (IKT) in ʼn multikulturele konteks moet goed begryp word, aangesien vloeiende IKT-werksaamhede in verskeie sleutelsektore van enige multikulturele organisasie deur kulturele faktore beïnvloed word. Hierdie studie het ten doel gehad om die belangrikheid van verskillende veranderlikes, insluitende kulturele smake, kulturele waardes, sosiale strukture, en die kommunikasiekonteks en -taal, en die invloed daarvan op IKT-ingebruikneming in die Afrika-unie (AU) te ondersoek, met die oog op verbeterde begrip van die kwessies waarmee die AU gekonfronteer word wanneer IKT in hul daaglikse werksaamhede gebruik word. In die studie is die beskikbare teoretiese literatuur hersien, spesifiek die Diffusie van Innovasie- Teorie (DIT), die Saambindende Teorie van Aanvaarding en Gebruik van Tegnologie (UTAUT), die Mededingende Waardes-raamwerk/-model en die Waardegebaseerde Ingebruikneming-model (VAM). Laasgenoemde is toegepas, want in ʼn multikulturele omgewing soos dié van die AU sal gebruikers waarskynlik ʼn innovasie gebruik indien dit waardevol en kostedoeltreffend is. Die navorsing is by AU-kantore in sowel as buite Etiopië uitgevoer. Altesaam 288 deelnemers het ʼn halfgestruktureerde vraelys voltooi. Die betroubaarheidspuntetelling van die konstrukte is bereken deur hul gemiddelde te bepaal. Die VAM-hulpmiddel is getoets vir betroubaarheid, en enige onbetroubare vrae is uit die finale studie verwyder. Om die toets van geldigheid van faktore te versterk, is verkennende faktorontleding (EFA) verkies as die aanvanklike stap in die proses van geldigheidsbepaling. Die bevindinge het getoon dat taal en kulturele smaak ʼn noemenswaardige uitwerking op die genoemde beduidendheidspeil (<0.05) gehad het, terwyl kulturele waardes, kommunikasie, sosiale struktuur en die kommunikasiekonteks onbeduidend blyk te wees op die genoemde beduidendheidspeil (<0.05). Die studie beveel aan dat die AU inklusiwiteit verwelkom deur diverse tale in sy IK-stelsels te gebruik, om aanvaarding en ingebruikneming daarvan deur werknemers te bewerkstellig. Ten slotte: die studie het bevind dat kulturele smake en tale deurslaggewende elemente in die aanvaarding van IKT in die AU is. / School of Computing / M. Sc. (Computing)