Exploring Factors Influencing the Adoption of WhatsApp Business App Among Ghanaian Sole Proprietorship Entrepreneurs: A UTAUT2 Perspective

Abstract

The adoption of modern technological innovations, such as the WhatsApp Business App (WBA), among entrepreneurs in developing economies, remains sluggish due to multifaceted factors including economic constraints, cultural nuances, and limited resources. Despite endeavors to comprehend adoption behaviors, the uptake of such technologies persists at low rates, particularly among Ghanaian entrepreneurs. This study aims to investigate the relationship between constructs derived from the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model, along with personal innovativeness, and the behavioral intention of sole proprietorship entrepreneurs in Ghana to adopt WBA. Data collection involved an online questionnaire administered to a sample of 100 entrepreneurs, followed by Structural Equation Modeling (SEM) analysis. Findings revealed that habit, price value, and performance expectancy significantly influence the behavioral intention to adopt WBA among sole-proprietorship entrepreneurs, displaying statistically significant positive relationships. However, constructs such as effort expectancy, social influence, facilitating conditions, hedonic motivation, and personal innovativeness demonstrate non-significant relationships with behavioral intention. This research contributes to theoretical knowledge by providing empirical insights into technology acceptance within a developing country context. The findings have practical implications for stakeholders, offering a foundation for further investigation and potential replication across diverse settings.