Author ORCID Identifier
Ransome Bawack: https://orcid.org/0000-0002-5441-604X
Kathleen Desveaud: https://orcid.org/0000-0003-3384-830X
Emilie Bonhoure: https://orcid.org/0000-0002-6065-8395
Abstract
This study examines why the adoption and continuance of digital commerce vary across African countries, analyzing 47 empirical studies using One-Stage Meta-Analytic Structural Equation Modeling (OSMASEM). It evaluates the relevance of the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Expectation-Confirmation Model (ECM). It extends both theories with country-level moderators to better reflect African contexts. Findings affirm the robustness of the core models, while exploratory analyses suggest that cultural orientation, income level, GDP growth, and cybersecurity maturity may affect continuance. Perceived usefulness is unexpectedly negatively associated with satisfaction, suggesting a pattern warranting further investigation. This research contributes to the contextualization of established theories of technology adoption. Practical insights support policy efforts around digital infrastructure, cybersecurity, and financial inclusion to promote sustainable digital commerce in Africa.
Recommended Citation
Bawack, R.,
Desveaud, K.,
&
Bonhoure, E.
(In press).
Can UTAUT and ECM Explain Digital Commerce in Africa: A Meta-Analytic Validation and Extension with Country-level Moderators.
Information Technology for Development.
Available at:
https://aisel.aisnet.org/itd/vol32/iss3/17