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The Adoption of WhatsApp: Breaking the Vicious Cycle of Technological Poverty in South Africa

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  • Richard Shambare

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.

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  • Richard Shambare, 2014. "The Adoption of WhatsApp: Breaking the Vicious Cycle of Technological Poverty in South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 6(7), pages 542-550.
    • Handle: RePEc:rnd:arjebs:v:6:y:2014:i:7:p:542-550
    DOI: 10.22610/jebs.v6i7.515
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    References listed on IDEAS

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    1. Calder, Bobby J & Phillips, Lynn W & Tybout, Alice M, 1981. "Designing Research for Application," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(2), pages 197-207, September.
    2. Reserve Bank of New Zealand, 2011. "For the record," Reserve Bank of New Zealand Bulletin, Reserve Bank of New Zealand, vol. 74, pages 46-56, September.
    3. Reserve Bank of New Zealand, 2011. "For the record," Reserve Bank of New Zealand Bulletin, Reserve Bank of New Zealand, vol. 74, pages 51-60, June.
    4. repec:nzb:nzbbul:mar2013:05 is not listed on IDEAS
    5. Reserve Bank of New Zealand, 2011. "For the record," Reserve Bank of New Zealand Bulletin, Reserve Bank of New Zealand, vol. 74, pages 1-7, December.
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    1. Belén Suárez-Lantarón & Yolanda Deocano-Ruíz & Nuria García-Perales & Irina Sherezade Castillo-Reche, 2022. "The Educational Use of WhatsApp," Sustainability, MDPI, vol. 14(17), pages 1-14, August.

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