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Determinants of digital technology adoption in sub-Sahara Africa: Ghana

Felicia Naatu (Department of Marketing and Entrepreneurship, Simon Diedong Dombo University of Business and Integrated Development Studies, Wa, Ghana)
Felix Sena Selormey (Department of Marketing and Entrepreneurship, Simon Diedong Dombo University of Business and Integrated Development Studies, Wa, Ghana)
Stephen Naatu (Department of Marketing and Entrepreneurship, Simon Diedong Dombo University of Business and Integrated Development Studies, Wa, Ghana)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 20 June 2024

44

Abstract

Purpose

This study delves into how perceived ease of use and perceived usefulness impacts consumer attitude and intention to adopt digital technologies in Ghana.

Design/methodology/approach

We utilized covariance-based structural equation modeling with a dataset consisting of 204 respondents to evaluate the model. The analysis was conducted using R (version 0.6–12).

Findings

The results confirm that both perceived ease of use and perceived usefulness are key predictors of the intention to adopt technology. Additionally, factors such as attitude, subjective norms and perceived behavioral control also play a significant role in influencing adoption intent. Notably, the research indicates that perceived ease of use not only impacts peer influence among consumers, but also shapes their confidence in effectively using the technology. Furthermore, in contrast to previous studies, this investigation suggests that while perceived behavioral control impacts behavioral intent, it does not predict attitude in the Ghanaian context. The study advocates for development of user-centric technologies, promotion of digital literacy and cultivation of a digital culture.

Research limitations/implications

Our use of a single country data restricts generalizability of the study. For a more comprehensive and profound understanding, we recommend a broader study across multiple sub-Saharan African countries with a mixed method or qualitative approach.

Originality/value

The significance of this research lies in its original contribution to the field in providing crucial insights for governments and industry players. It sheds light on factors influencing user readiness to adopt technology and makes a substantial contribution to the ongoing discussion on digital technology adoption in literature.

Keywords

Citation

Naatu, F., Selormey, F.S. and Naatu, S. (2024), "Determinants of digital technology adoption in sub-Sahara Africa: Ghana", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-09-2023-1503

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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