EXPLORING DIFFERENCES IN INTERNET ADOPTION AND USAGE BETWEEN HISTORICALLY ADVANTAGED AND DISADVANTAGED GROUPS IN SOUTH AFRICA

Irwin Brown and Paul Licker

Theories of technology adoption and usage behaviour have generally been crafted and tested in developed countries. This study therefore aimed to extend knowledge by examining Internet adoption and usage behaviour in a developing country (South Africa). Differences in Internet adoption between those from a group previously advantaged by apartheid and those from a group previously disadvantaged were specifically examined. For the previously advantaged, Perceived Usefulness, Perceived Enjoyment, and Longterm Consequences of Use were found to influence Internet adoption. For the previously disadvantaged, the main influence was Perceived Usefulness, with Perceived Ease of Use having an indirect effect through Perceived Usefulness. The implications of these findings in respect of the digital divide are discussed.