Original Research

Determinants of mobile application adoption among micro-entrepreneurs

Emmanuel I. Slinger, Shaun Pather, Marieta du Plessis
South African Journal of Information Management | Vol 26, No 1 | a1731 | DOI: https://doi.org/10.4102/sajim.v26i1.1731 | © 2024 Emmanuel I. Slinger, Shaun Pather, Marieta du Plessis | This work is licensed under CC Attribution 4.0
Submitted: 24 June 2023 | Published: 22 February 2024

About the author(s)

Emmanuel I. Slinger, Department of Information Systems, Faculty of Economic and Management Sciences, University of the Western Cape, Cape Town, South Africa
Shaun Pather, Department of Information Systems, Faculty of Economic and Management Sciences, University of the Western Cape, Cape Town, South Africa
Marieta du Plessis, Department of Industrial Psychology, Faculty of Economic and Management Sciences, University of the Western Cape, Cape Town, South Africa

Abstract

Background: Since the onset of the global pandemic, unemployment has increased to new levels. As a consequence, the need to stimulate economic growth through the development of the micro-enterprise sector has become a central vehicle to decrease unemployment and stimulate economic growth. The problem, however, is that despite the potential benefits of digitisation, the micro-enterprise sector has been unable to effectively integrate information and communication technologies (ICTs) into the fabric of their operations.

Objectives: The objective of this study was to investigate the factors that influence the adoption and use of mobile applications for micro-enterprise operations in South Africa.

Method: A quantitative methodology using a survey design was used to collect data from a sample of entrepreneurs, with 221 responses.

Results: Performance expectancy (PE) and effort expectancy (EE) positively influence the micro-entrepreneurs’ behavioural intention (BI) to adopt and use mobile applications, while social influence (SI) has no impact on the same. Facilitating conditions (FC) and BI are the strongest determinants of mobile application adoption and use for micro-enterprise operations.

Conclusion: All the constructs of the unified theory of acceptance and use of technology (UTAUT) model showed a satisfactory level of reliability and discriminant validity, which was confirmed by testing the measurement model against two competing models. The UTAUT model is a good predictor of the intention to adopt and use mobile applications for micro-enterprise operations.

Contribution: The findings provide parameters to develop a focussed strategy to catalyse the adoption and subsequent use of mobile applications among micro-entrepreneurs. It further informs initiatives to close the gap of a known reluctance in using technology among micro-enterprises.


Keywords

micro-enterprise; information and communication technologies; mobile technologies; micro-entrepreneurs; UTAUT model; mentorship-movement application

JEL Codes

L20: General; L26: Entrepreneurship; O14: Industrialization • Manufacturing and Service Industries • Choice of Technology

Sustainable Development Goal

Goal 8: Decent work and economic growth

Metrics

Total abstract views: 437
Total article views: 284


Crossref Citations

No related citations found.