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Internet Adoption at the User Level: Empirical Evidence from The Gambia

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  • Almamy Touray
  • Airi Salminen
  • Anja Mursu

Abstract

The unified theory of acceptance and use of technology (UTAUT) are used to investigate technology adoption. However, its application in Sub-Saharan Africa is rare and barely extended to the validation phase. In this paper, we introduce six new moderating factors for UTAUT core determinants and two other direct determinants of Internet adoption. The objective of this approach is to identify relevant elements of Internet adoption at the user level in The Gambia. Moderating factors are interacting terms used when the relationship between independent and dependent variable is weak, inconsistent or non-existent. A case study research design was employed and the data were gathered in Autumn of 2012. A total of 200 questionnaires were administered to randomly selected students from the University of the Gambia. The students represented all administrative regions of the country. Our results suggest that Internet adoption at the user level in The Gambia can be viewed as a three-layered pyramid. It consists of seven moderating factors (age, gender, experience, voluntary use, friends' influence, Internet service providers and regulators), four indirect determinants (performance expectancy, effort expectancy, social influence and facilitating conditions) and three direct determinants (education, behavioral intention and income). This paper proposes an Internet adoption framework. We recommend it to be tested and validated in other African countries in order to determine its applicability.

Suggested Citation

  • Almamy Touray & Airi Salminen & Anja Mursu, 2015. "Internet Adoption at the User Level: Empirical Evidence from The Gambia," Information Technology for Development, Taylor & Francis Journals, vol. 21(2), pages 281-296, April.
    • Handle: RePEc:taf:titdxx:v:21:y:2015:i:2:p:281-296
    DOI: 10.1080/02681102.2013.874319
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    Cited by:

    1. Hasbi, Maude & Dubus, Antoine, 2019. "Determinants of Mobile Broadband Use in Developing Economies: Evidence from Sub-Saharan Africa," 30th European Regional ITS Conference, Helsinki 2019 205180, International Telecommunications Society (ITS).
    2. Maude Hasbi & Antoine Dubus, 2019. "Determinants of Mobile Broadband Use in Developing Economies: Evidence from Sub-Saharan Africa," Working Papers hal-02264651, HAL.
    3. Hasbi, Maude & Dubus, Antoine, 2019. "Determinants of Mobile Broadband Use in Developing Economies: Evidence from Nigeria," 2nd Europe – Middle East – North African Regional ITS Conference, Aswan 2019: Leveraging Technologies For Growth 201730, International Telecommunications Society (ITS).
    4. Ebru Tumer Kabadayi & Nilsah Cavdar Aksoy & Nihal Yazici & Alev Kocak Alan, 2022. "Airbnb as a sharing economy-enabled digital service platform: The power of motivational factors and the moderating role of experience," Tourism Economics, , vol. 28(3), pages 748-771, May.
    5. Cham, Dawda, 2022. "Exploring the efficacy of e-government models through information systems management-case of The Gambia," MPRA Paper 113400, University Library of Munich, Germany.
    6. Hasbi, Maude & Dubus, Antoine, 2020. "Determinants of mobile broadband use in developing economies: Evidence from Sub-Saharan Africa," Telecommunications Policy, Elsevier, vol. 44(5).
    7. Sarkar, Avijit & Pick, James B. & Johnson, Jeremy, 2015. "Africa's digital divide: Geography, policy, and implications," 2015 Regional ITS Conference, Los Angeles 2015 146339, International Telecommunications Society (ITS).

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