The ineffectiveness of technology adoption models in the 4IR era: A case of SMEs in South Africa

In the highly publicised fourth industrial revolution (4IR), the ability to make a decision on what new ICT is suitable for an organisation could determine organisational survival or extinction in some sectors. The purpose of this study was to investigate the impact of moderating factors on the evaluation of new and emerging digital technologies (ICTs) compared with existing digital technologies in current use among Small and Medium Enterprises (SMEs). Technology adoption literature suggests that distinct user and organisational characteristics have a moderating role towards the evaluation of new ICTs. SMEs and SME owners are known to exhibit heterogeneous behaviour. Moderating factors seek to reveal such. Data from 222 SME owners in South Africa analysed using multi-group analysis in structural equation modelling however suggested that all the theorised distinct individual characteristics (SME owner’s age, gender, years of experience of use of the current existing ICT as well as years of experience working in the organisation) are not significant in determining the usefulness of existing nor of emerging ICT. Theoretically, this study contributes to the literature on technology adoption models in questioning the usefulness of the adoption models in evaluating ICTs in the 4IR. The study significantly contributes to management and practice by identifying that distinct user characteristics might not apply in the evaluation of ICTs in the 4IR. The study recommends turning more to newer innovation theories to evaluate adoption of new ICTs in the 4IR.