AFRICAN CULTURAL TECHNOLOGY ACCEPTANCE MODEL (ACTAM):REVISITING THE UTAUT2 MODEL IN AFRICAN CONTEXTS
OVEH, R. O.
ABSTRACT
The Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) provides a theoretical framework for understanding technology adoption. However, its universal applicability is questioned in culturally diverse regions like Africa given a different dimension to its use and application. This study revisits the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to evaluate its applicability in African contexts. A structured questionnaire was developed to capture data on three cultural aspects
(collectivism, oral traditions and spirituality). The results shows that while core UTAUT2 constructs such as performance expectancy and effort…