The Prospect of Post-Adoption Satisfaction and the Digital Gender Divide

The Prospect of Post-Adoption Satisfaction and the Digital Gender Divide

Daniel Adjin (Ghana Technology University College, Ghana) and Hannah Muat (University for Development Studies, Ghana)
Copyright: © 2019 |Pages: 20
DOI: 10.4018/978-1-5225-7068-4.ch010


The discussion on the digital gender divide is often focused on the women who are yet to adopt ICT. The focus on women who adopt and reject ICT is rare. Women who adopt and reject ICT also account for women who do not access ICT. They often reject ICT because they are unsatisfied with the ICT technology or service adopted. To shed light on this discussion, a small scaled deductive exploratory research was conducted to understand the role of post-adoption satisfaction on the adoption of functionalities provided via mobile Facebook. The theoretical approach was the expectation and confirmation theory. The outcome indicated that post-adoption satisfaction did affect how much of the functionalities on mobile Facebook the female respondents were interested in exploring. Based on this outcome, this chapter presents a postulation in the form of a discussion to indicate that post-adoption satisfaction could be one of the reasons for the global digital gender divide.
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The background of this chapter is built on the following ideas. These are the possible correlation between satisfaction and ICT adoption; and the further correlation between Post-adoption satisfaction and the digital gender divide.

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