Factors influencing the acceptance and use of a South African data-free job search application

Abstract

Background: Despite the rise of digital job search tools, many South Africans remain excluded due to connectivity and financial barriers. The digital divide, particularly among youth and low-income groups, limits access to job opportunities, exacerbated by data costs and limited digital skills.

Objectives: This study investigates the factors influencing the acceptance and use of a data-free job search application, focusing on challenges related to connectivity, data costs, and digital skills.

Method: A qualitative approach is employed, analysing Google Play Store reviews through thematic analysis. The Unified Theory of Acceptance and Use of Technology (UTAUT) framework is applied to explore the influence of performance expectancy, effort expectancy, social influence, and facilitating conditions on user adoption.

Results: Performance expectancy, effort expectancy, and facilitating conditions are key drivers of application usage. Positive user experiences with these factors enhance engagement, while negative perceptions of usability and technical issues limit consistent use.

Conclusion: Addressing connectivity and usability issues is essential to improving the acceptance and use of data-free job search applications in South Africa. Enhancing performance expectancy, effort expectancy, social influence, and facilitating conditions can significantly increase user engagement.

Contribution: The study offers practical insights for developers and policymakers to enhance the accessibility and usability of data-free job search tools, promoting more equitable access to job opportunities for disadvantaged groups.