Unraveling the Determinants of Platform Economy Adoption in Developing Countries: An Extended Application of the UTAUT2 Model with a Privacy Calculus Perspective

Abstract

The platform economy has emerged as a transformative force in various industries, reshaping consumer behavior and the way businesses operate in the digital age. Understanding the factors that influence the adoption of these platforms is essential for their continued development and widespread use. This study examines the determinants of economic platform adoption in Tunisia by extending the widely used unified theory of acceptance and use of technology 2 (UTAUT2) model with a privacy calculus model. By applying the partial least squares structural equation modeling (PLS-SEM) technique, the research provides significant insight. The results highlight the critical influence of factors such as performance expectancy, habit formation, trust in technology, perceived risk, privacy concerns, and price value on users’ behavioral intentions and actual usage of the platforms. These findings provide a deeper understanding of the dynamics surrounding the adoption of the platform economy in developing countries and offer valuable insight for stakeholders. By leveraging this knowledge, stakeholders can foster an inclusive digital ecosystem, drive economic growth, and create an environment conducive to the widespread adoption and use of the platform economy in developing countries.