Abstract
Although research clearly demonstrates that consistent technology usage is correlated to socioeconomic development, the Vicious Cycle of Technology Affordability and Non-adoption impedes the uptake of ICTs in many developing countries. In South Africa, however, one Smartphone messaging application, WhatsApp, appears to have broken this vicious cycle. This paper argues that, given that promoting the uptake of ICTs is a developmental imperative for emerging economies, studying the adoption and diffusion patterns of WhatsApp provides invaluable insights into ICT usage within the context of a developing country. This study modelled the factors influencing the adoption of WhatsApp among South African youths. Some 192 students participated in the study by means of a self-completion questionnaire developed from the Technology Acceptance Model. Structural equation modelling tested the proposed theoretical model. Results suggest that a combination of cost efficiency, simplicity, userfriendly features, and the ability to run on multiple platforms influences and promotes users’ attitudes and behavioural intentions to adopt WhatsApp.
Highlights
Development literature recognises the utility of technology in reversing marginalisation and promoting socio-economic development in Africa, in particular information and communication technologies (ICTs), which include the Internet, smart phones, and computers (Fong, 2009; Ndung'u, Waema& Mitullah, 2012; Stork, Calandro& Gillwald, 2013)
Awareness and Use of WhatsApp: Invariably, awareness is an important prerequisite for any adoptionrejection decision
The purpose of this research was to investigate the factors influencing the adoption of WhatsApp in a developing country, amongst young South Africans, and to establish WhatsApp’s usage patterns in this group
Summary
Development literature recognises the utility of technology in reversing marginalisation and promoting socio-economic development in Africa, in particular information and communication technologies (ICTs), which include the Internet, smart phones, and computers (Fong, 2009; Ndung'u, Waema& Mitullah, 2012; Stork, Calandro& Gillwald, 2013). The literature cited clearly demonstrates that consistent use of ICTs is linked to socioeconomic development These innovations have been successfully used in the promotion of education in South Africa (Shambare & Mvula, 2011), poverty alleviation and micro-finance programmes in India (Donner & Tellez, 2008), and small businesses in Kenya (Ndung'u et al, 2012). This study focuses in particular on, and aptly refers to, this phenomenon as the Vicious Cycle of Technology Affordability-Non Adoption (V-CAN) (see Figure 1) This ‘vicious cycle’ starts with the high cost of technology and the widespread existence of technology poverty on the continent, which means that many in Africa cannot afford ICTs. As a result of this low demand, the costs of marketing technologies for businesses remain exorbitant, and because of this high cost, lack of affordability leads to reduced access, which in turn creates technologically poor consumers. Because a significant proportion of the population in developing countries lives under $2 a day, much of their income is directed towards food, shelter, clothing, and other basic necessities
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