A Psychological Model to Understand E-Adoption in the Context of the Digital Divide

A Psychological Model to Understand E-Adoption in the Context of the Digital Divide

Andrew Thatcher (University of the Witwatersrand, South Africa) and Mbongi Ndabeni (Rhodes University, South Africa)
DOI: 10.4018/978-1-61520-799-2.ch007
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Abstract

The digital divide is often conceptualised as inequalities of access to technology. While access is obviously a precursor to technology use, research consistently shows that the digital divide is not explained simply by access to technology; apparent in the evidence of digital divides within communities of equitable wealth or within the same geographical location. This chapter acknowledges the interplay between psychological as well as socio-economic factors as important in the adoption of technology. Within this approach we construct a model based on the Technology Acceptance Model, the Theory of Planned Behaviour, Innovation Diffusion Theory, Hofstede’s culture framework, and Social Cognitive Theory. The framework for the model is based on a combination of an extension of the Technology Acceptance Model, Innovation Diffusion Theory, and Social Cognitive Theory. The underlying theoretical assumptions are based on Social Cognitive Theory. While some aspects of these individual theories have already been applied to understanding the digital divide, this chapter develops a more comprehensive psychological model of e-adoption than currently exists in the literature.

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