Cultural Impacts on Acceptance and Adoption of Information Technology in a Developing Country

Elizabeth White Baker, Said S. Al-Gahtani and Geoffrey S. Hubona
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Elizabeth White Baker: Virginia Military Institute, USA
Said S. Al-Gahtani: King Khalid University, Saudi Arabia
Geoffrey S. Hubona: Georgia State University, USA

Journal of Global Information Management (JGIM), 2010, vol. 18, issue 3, pages 35-58

Abstract: This study investigates technology adoption behavior of Saudi Arabian knowledge workers using desktop computers within the context of TAM2, and the unique effects of Saudi culture on IT adoption within the developing, non-Western, country. Following the guidelines of the etic-emic research tradition, which encourages cross-cultural theory and framework testing, the study findings reveal that the TAM2 model accounts for 40.3% of the variance in behavioral intention among Saudi users, which contrasts Venkatesh and Davis’ (2000) explained 34-52% of the variance in usage intentions among U.S. users. The model’s explanatory power differs due to specific Saudi Arabian emic constructs, including its collectivist culture and the worker’s focus on the managerial father figure’s influence on individual performance, a stark difference from TAM findings in more individualistic societies. The authors’ findings contribute to understanding the effects of cultural contexts in influencing technology acceptance behaviors, and demonstrate the need for research into additional cultural factors that account for technology acceptance.

Date: 2010
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