INTERNET BANKING TECHNOLOGY ACCEPTANCE MODEL: A FOCUS ON HOFSTEDE CULTURAL DIMENSIONS

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1 INTERNET BANKING TECHNOLOGY ACCEPTANCE MODEL: A FOCUS ON HOFSTEDE CULTURAL DIMENSIONS Professor Masoud Abessi Department of Industrial Engineering, Faculty of Engineering Yazd University Yazd, Iran. Mabessi@yazduni.ac.ir Tahereh Kazemzadeh Haghighy School of business and Management Faculty of Business and Accountancy University Malaya Kuala Lumpur, Malaysia nazanin_kkazemzadeh@siswa.um.edu.my ABSTRACT By rapidly increasing in penetration rate of Internet banking, exploring the factors which can influence Internet banking adoption is pivotal task. Although based on the prior studies, security is the most important items in terms of online transaction, culture and beliefs can be effective factors. The purpose of this study is exploring the role of culture in technology acceptance; therefore, the technology acceptance model [3] and Hofstede cultural dimensions (power distance, uncertainly avoidance, and individualism, collectivism) are used to draw framework of this study. More than twenty countries residences from five continents that study and work in Malaysia participated in this study. So as to develop hypothesis a table with twelve cells is designed based on the Hofstede scores for each country according to Hofstede cultural dimensions. Three ways analysis of variances is used to analyze the data. Findings of this study declared that Hofstede cultural dimensions (PDI, IND or CLV, and UAI) can affect technology acceptance model items (usefulness, ease of use, subjective norm, and perceived behavioral control) in different levels. This study proves the needs of cross-cultural when TAM is applied to a wide range of cultures; besides, developing TAM constructs to be fitted with different cultures are recommendation of this study. Unique findings of present study can be used as a guideline for managers in multinational countries in order to upgrade or implement a new technology based on corporate culture. Keywords: Technology acceptance Model, Hofstede Cultural Dimensions. 1 Electronic copy available at:

2 Introduction In the last years of 20 th century, a technology was introduced to the world that changed the people life style around the world. This technology was Internet which rapidly broke boundaries and made a unify world as a global village. It facilitated daily activities such as shopping. Instead of traditional way of going directly to the physical places, in the new way people stay at their homes or work places, and make orders online received their products or services at their favorite places, and pay the fees online. Internet banking is the next generation of online paying. The terms of PCs banking, online banking, Internet banking, and mobile banking refer to a number of ways that consumer can access their banks without being presence physically at bank branch by accessing to the Internet for performing transactions. Increasing in the penetration rate of Internet usage around the world opens a new window on increasing in Internet banking rate. In term of Malaysia based on the Bank Negara announcements, using of Internet in order to do banking activities is increased from 67.8% in 2006 to in first quarter of Developed countries with GSM (global system for mobile communications) as a type of wireless infrastructure have high level of growth in acceptance and penetration rate of Internet banking. By looking at the Internet banking around the world, it is clear that the European countries have the highest rate of using Internet banking followed by North America. In Middle East countries because of growing in the international investments, most famous companies such as Motorola conducted their wireless services. In spite of the fact that the Internet banking has rapidly growth, there are gap of using this facility between developed countries and developing countries. Although nowadays, this technology is available in five continents, there are some doubts toward using this technology. People of these countries are concerning about their personal information, privacy and security, and these are factors that will increase their uncertainty level of using internet banking(east African and West African countries in Malaysia interviewing). This anxiety can refer to their cultural background. culture can refer to the customs and beliefs of a nation that stay with people for years, and changing of fundamental of this culture is not possible easily. So culture of a country can affect the culture of sub-societies in that country, such as organizational culture, educational culture and etc. consequently, each nation and country has especial 2 Electronic copy available at:

3 fundamental in order to enter to the technology world and use technology as an assistant in their life. Therefore the problem of this study is defined as below: In spite of the fact that TAM model was used by many researchers during the years, focusing on the cultural point of view was neglected. While essential research has been directed toward understanding the adoption and diffusion of IT (Prescott and Conger, 1995), there have been a few researches which were conducted to explore the effects of culture in the acceptance and dispersion of new information technologies (Raman and Wei, 1992). Although research on the impact of corporate culture on IT acceptance provides a useful viewpoint (Cooper, 1994; Kydd and Jones, 1989), ethnic or national culture research undoubtedly has a special character. The problem to be investigated is that there is no appropriate research that works on the effect of national culture on acceptance a technology. Therefore, this study examines the role of culture on technology acceptance model (TAM) adaption and tries to give an in depth view of Hofstede Cultural Dimensions towards acceptance of a technology (Power distance index, Individualism/collectivism, Uncertainty avoidance). This study reports on the effect of culture on the TAM constructs. The focus is on exploring the influence of Hofstede cultural dimensions on the constructs in the technology acceptance model. Therefore this study followed the below goals which are: 1. To explore the effect of the Hofstede cultural dimensions (PDI, IND/CLV, UAI) on Perceived Usefulness (PU). 2. To explore the effect of Hofstede cultural dimensions (PDI, IND/CLV, UAI) on Perceived Ease of Use (PEOU). 3. To explore the effect of Hofstede cultural dimensions (PDI, IND/CLV, UAI) on Subjective Norm (SN). 4. To explore the effect by Hofstede cultural dimensions (PDI, IND/CLV, UAI) on Perceived Behavioral Control (PBC). 5. To explore the effect f Hofstede cultural dimensions (PDI, IND/CLV, UAI) on Behavioral Intention (BI) to use internet banking? 3

4 2.Literature Review: Technology Acceptance Model Technology acceptance model is an extension from the Reasoned Action theory by Ajzen and Fishbein. TRA was used to explore the customer acceptance of a new technology according to two dimensions which are perceived usefulness and ease of use. According to TRA, an individual s behavioural intention, which results in actual behaviour, is influenced by person subject norm and attitude, and the attitude is influenced by individual beliefs (Ajzen & Fishbein, 1980). According to the Davis (1989), TAM hypothesizes that behavioural intention is a significant determinant of actual system use, and that behavioural intention is determined by two relevant beliefs, perceived usefulness and perceived ease of use. In TAM, an individual s principle determines the attitude toward using the system. The attitude develops the intention to use. Perceived usefulness is related to productivity; while, perceived ease-of-use is related to effort (Venkatesh, 1999). The most significant results of Davis study was the strong relation between Usefulness and Usage. Users of a technology try to cope with difficulties of a system, although difficulty of use can discourage adoption of a useful system, no amount of ease of use can give back for a system that does not perform a useful function.tam used in several IS studies and proved useful determining technology acceptance, especially to explain computer usage behaviour. Technology Acceptance Model (TAM) has been widely used to predict user acceptance and use based on perceived usefulness and ease of use (Davis, 1989). TAM conceives that behavioural intention is a significant determinant of actual system use, and that behavioural intention is determined by two main beliefs, perceived usefulness and perceived ease of use. The perceived usefulness refers to the degree to which an individual believes that using a particular system would enhance his/her job performance (Davis 1989). The perceived ease of use refers to the degree to which an individual believes that using a particular system would be free of physical and mental efforts (Davis, 1989). In TAM, an individual s belief settles on the attitude toward using the system and, in turn, the attitude develops the intention to use. This intention influences the decision of actual technology usage. With the bang of the Internet and convergence technologies, researchers have modified TAM to demonstrate the empirical evidences of it in the convergence context. In fact, many researchers have proposed various extended TAM. For instance, Moon and Kim (2008) suggest a model where perceived playfulness was described as one of the 4

5 antecedents of attitude toward Web surfing. They noted that most prior TAM research had focused only on extrinsic motivation, not on intrinsic motivation. Morris and Dillon (1997) found that TAM contributes to the prediction of individual usage of software. The motivational model that was adapted by Davis, Bagozzi, Warshaw (1992) employs two key constructs: extrinsic and intrinsic motivation. According to Venkatesh and Speier (1999), extrinsic motivation refers to the performance of an activity. Extrinsic motivation is perceived to help achieve valued outcomes that are distinct from the activity itself, such as improving job performance, pay, etc. Intrinsic motivation refers to the performance of an activity for no reason other than the process of performing it. In the case of technology acceptance studies, perceived usefulness is an example of extrinsic motivation. Davis et al. (1992) found that perceived enjoyment was significantly related to the perceived ease of use. 2.1 Hofstede cultural dimensions: ``the collective programming of the mind which distinguishes the members of one group or category of people from another is defined as culture'' (Hofstede, 1997, p. 5) In 1980 Hofstede offered his famous description of cultural dimensions. Hofstede collected his data from the IBM employees and analyzed these data between 1967 and 1973.It was included more than 70 countries. He first used the 40 largest countries and then extensive the study to fifty countries and three regions. From the preliminary findings, and later researches, Hofstede offered his model for cultural dimensions which is contained four primary dimensions to define in differentiating cultures: First dimension was Power Distance Index (PDI), second was Individualism/collectivism (IND), third dimension was Masculinity/femininity, and finally he offered Uncertainty Avoidance (UAI). Geert Hofstede added another dimension after carry outing an additional international study with an examination instrument developed with Chinese employees and managers. Description of each Hofstede cultural dimensions is presented in next lines: 5

6 Power Distance Index (PDI) that is the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally (Hofstede, 1980). This will be a symbol of inequality. He suggests that a society's level of inequality is approved by the followers as much as by the leaders. Power and inequality are extremely fundamental facts of any society and anybody with some international experience will be aware that all societies are unequal; there are countries more unequal than others. Individualism (IND) is another dimension that collectivism is its opposite that is the degree to which individuals are integrated into groups (Hofstede, 1980). On the individual culture, it was found that societies in which the ties between individuals are loose, that can be meant every person is expected to look after him/herself and his/her immediate family. In collectivism cultures, he pronounced that in societies that people from beginning are integrated into strong, cohesive in groups, often extended families (with uncles, aunts and grandparents) which continue protecting them in exchange for unquestioning loyalty(hofstede,1980). Masculinity/Femininity describes to what extent, social gender roles are clearly distinct. Masculine societies emphasize on differentiated sex roles and independence. Male gender is assertive and focused on material values, while women are kind and think about the quality of life. In feminine societies, overlapping gender roles and interdependence are the norm. Men and women are supposed to be focused on material things and concerned with quality of life. (Hofstede, 1980) Uncertainty Avoidance Index (UAI) comes with a society's tolerance for uncertainty and ambiguity. It shows to what extent people in a society feel uncomfortable or comfortable with culture programs in unstructured situations. (Hofstede, 1980). The opposite type, uncertainty accepting cultures, are more tolerant of activities different from what they are used to; they prefer have few rules, and on the philosophical and religious level they are relativist and allow many currents to flow side by side. People within these cultures are more apathetic and thoughtful, and not expected by their environment to express emotions. 6

7 The last part of literature is reviewing the prior studies which used to explore Tam based on the Cultural dimensions. 2.2Technology Acceptance in View of Cultural Dimensions Cross-cultural researchers have traditionally used Hofstede (1980, 1997) definition of culture that focus on the comparison of one culture with others. This is an etic definition of culture. Researchers that follow an etic approach in cross-cultural consumer research generally look for universal or culture-free theories and concepts. They search for variables and constructs common to all cultures that can be directly compared in order to discover how those cultures are different from or similar to each other. This approach is typical of cross-cultural psychology and other comparative social sciences (Luna; Gupta, 2001). In 1997, Straub; Keil and Brenner applied TAM model across three different countries, the united states, Japan and Switzerland, their aim of study was examine the cultural affected of different regions on acceptance a technology such as mobile. Straub et al. (1997) defined Hofstede cultural dimension and their impact on technology acceptance and adaption. Uncertainty avoidance, the degree to which members of a society feel uncomfortable with uncertainty and doubt, could affect technology acceptance by influencing choices of computer-based media in opposition to traditional media and cultural differences, in uncertainty avoidance, specifically, could affect the way in which individuals choose media for their communication tasks. With respect to organizational communication behaviour, prior research has focused specifically on uncertainty and ambiguity as principal factors in predicting media use. Information richness theory (1984; 1987) imagines that individuals choose a communication medium by matching the information requirements of the task to the information richness of the media. Richness in a medium is a function of the interactiveness of the feedback channel, the personal quality of the source, and the ability of the interface to express innuendoes. For tasks high in uncertainty and doubt (for example, negotiation and conflict resolution), it is thought that people will use rich channels, such as face-to-face communication. For tasks low in uncertainty and ambiguity (for example, information memos and simple information exchange), simpler channels suffice. Electronic media such as are believed to be rather simple channels because they carry only literally information and not the personal presence or force of the communicator. Totally, 7

8 one effect on media choice is that cultures in which individuals tend to avoid uncertainty (that is, high uncertainty avoidance index, or UAI) are expected to use electronic media less often since these media are not well suited to uncertainty reduction as face-to-face and other rich channels (Straub et al; 1997). Straub s study showed that Power Distance that is other important dimension of culture can affect technology acceptance. In societies in which managers and workers are separated by a large power distance, the levelling effect of computer-based media is not seen or felt as a desirable feature. In a culture with high power distance index, individuals may show deference to authority by abstaining from using media that do not allow them face-to-face contact (or, at the very least, access to a richer set of cues than simple textual messaging). Thus, the range of use of technologies such as and other electronic media should be restricted by such social norms. Workers in cultures in which relatively smaller power distance occur will, accordingly, be able to use such technologies in more communications settings. Next cultural index that Straub et al. (1997) believed has effect on acceptance a new technology is individualism/collectivism. Low individualism (low IDV) possibly affects a culture against computer-based communications because these media mute the group effect. People in collectivist cultures cannot pick up cues about the social situation as readily from computer-based media and, therefore, would be disposed, overall, toward media such as face-to-face across all communications tasks. The last index that Straub et al. (1997) explained its relation with technology acceptance is Masculinity/femininity. High in Mas Index can be translated to the high relationship with interpersonal presence. According to Straub it can be predicted that media not conveying the social presence of the communicator, such as , would not be favoured in cultures in which masculinity is a strong cultural. By looking at the Straub et al. (1997) study results, it was cleared that TAM would be successful in explaining the U.S. and Swiss experience but not the Japanese experience. This effect may occur in spite of the rational usefulness found in the medium. In case of Japan, cultural tendencies toward more uncertainty avoidance, greater power distances between managers and workers, collectivist opinions, and masculinity may limit use and disassociate usefulness from use (Straub et al., 1997). Straub gave a special explanation on cultural dimensions and their effect on using a technology. 8

9 Level of UAI Level of PDI Level of MAS Level of IND Level of use of E- mail Figure 2.1: Hofstede Cultural Dimensions and Media Choice of (Straub et al., 1997) In spite of the fact that there are many researches which explore the TAM in different countries, the lack of the research on exploring the cultural dimensions as an important factor related to the acceptance a technology is obvious. 3.Research Model This study addresses the role of culture on the TAM. TAM model contains the constructs perceived usefulness, perceived ease of use, perceived behavioural control, subjective norm, and behavioural intention to use Internet banking. The cultural dimensions are PDI, IND/CLV, and UAI. This research has used Davis (1980), Pavlou & Chai (2002), and Straub et al. (1997) Cultural framework; furthermore, explanation of relation between TAM and Hofstede cultural dimensions is drawn based on the McCoy, Everard and Jones (2005) research. The constructs of study are expanding according to the research model (figure 1). Although the framework is presented, there is another step to completing hypothesis development. This step is designing a table based on the Hofstede cultural dimensions and scores. 9

10 Cultural Dimensions Perceived Usefulness Perceived Ease of Use Perceived Behavioral Behavioral Intention to Use Internet banking Control Subjective Norm Figure1: research model 4. Design of Countries Table Base on Hofstede Cultural Dimensions So as to prepare this table, in the first step countries are selected according to the Hofstede scores (1980) and divided based on their PDI, IND/CLV, and UAI. For power Distance Index, countries are categorized from Low to Moderate, and Moderate to High. In order to find countries dimension in IDV/CLV again two scales, one Low to moderate and second, moderate to High are defined.uai for technologies such as Internet Banking and is an important dimension, because this type of technologies that related to the security, privacy and personal information, always carry high level of UAI between people (Pavlou and Chai, 2002). Because of nature of these technology and situation that people cannot interact 10

11 directly with the bank staff, is defined as an uncertainty level. Therefore it is very important that countries in these dimensions scored carefully. This study uses three different scales in order to put countries according their UAI scores. Countries divide to low, moderate and high level separately from each other; revise the two other indexes that had two levels. In this step again countries were arranged according to their three dimensions while each country found its place in the table that show its PDI level, IND/CLV level and UAI level. Arranging countries according to the above direction is the first level to prepare the final table: afterward, a table is designed with twelve cells. The table shows countries with similarities in dimensions in each cell. This table is shown in below:based on the table 2, the first cell of the table showed countries with low PDI, low IND and Low level of UAI (Jamaica). Cell number two defined countries with moderate to high level of power distance, low to moderate level of IND and Low level of UAI such as China. Low PDI and IDV, and Moderate level of UAI refer to countries that were in cell number three (Iran). Arab world, Bangladesh, Brazil, Colombia, East Africa, West Africa, Venezuela, Thailand and Ecuador are countries in fourth cell, with high level of PDI and low level of individualism and moderate level of uncertainty avoidance. Cell number five fills up with countries that have low score in power distance, individualism and high score in UAI such as Argentina. Cell number Six was included Chile, Guatemala, Mexico, Panama, Peru, Portugal, Romania, Russia, Surmania, Turkey, Uruguay, Bulgaria and Elsalvador that index as high power distance,low Individualism and high level of UAI. Low dimension in power distance and high in individualism with low level of uncertainty avoidance refer to cell number seven that included Canada, Denmark, Ireland, New Zealand, Norway, South Africa, Sweden, The United States, and United Kingdom. Country in cell number Eight has moderate power distance to high, moderate individualism to high and low level of UAI (Slovakia). Low level in power distance, high level in individualism and moderate level of UAI are characteristics of cell number Nine (Finland, Germany, Luxemburg, Netherland, Switzerland and Australia). Cell number ten carry moderate to high in power distance index, and moderate to high Individualism index and Moderate level of UAI. (Italy). Number Eleven was low PDI, High individualism and high UAI (Hungry). Finally, cell number 12 had characteristics of high power distance index, high individual index and high level in uncertainty avoidance 11

12 PDI UAI Low High IND (Belgium and France).After preparing the above table of countries, second step of developing hypothesis was started. Table 1: dividing countries based on Hofstede scores 12

13 Low Cell1: Jamaica Cell2: China/Honking/India/Indonesia/Philippine/Singapore /Vietnam/Malaysia Low Moderate Cell3; Cell 4: Arab World/Bangladesh/ Iran/Austria/Pakistan/Taiwan. Brazil/Colombia/East Africa/West Africa/Thailand/Venezuela/Ecuador. High Cell5: Cell6: Argentina/Costarica/Greece/Israel/J Chile/Guatemala/Mexico/Panama/Peru/Portugal/ apan/malta/spain/south Korea. Romania/Russia/Surmania/Turkey/Uruguay/ Bulgaria/Elsalvador. Low Cell7: Cell8: Canada/Denmark/Ireland/New Zealand/Norway/South.AF/Sweden Slovakia /US/UK/ High Moderate Cell9:Finland/Germany/Luxemburg Cell 10: Italy /Netherland/Switzerland/Australia High Cell 11:Hungry Cell 12: Belgium/France 4.Development of Hypothesis: According to the figure 1, perceived usefulness, ease of use, subjective norm and perceived behavioural control and behavioural intention to use internet banking are this study s constructs. This study is examining the Hofstede cultural dimensions effects on these constructs. In other word, here is trying to find cultural effects on Technology Acceptance Model, whether they lead to different behaviours on various level of dimensions that will define in this study for each construct or not. Therefore, Main Hypothesis of this study is: 13

14 Cultural Dimensions have effect on Technology Acceptance Model. By expended of this Hypothesis, the results can be written as below: 4.1Perceived Usefulness (PU) Perceived usefulness refers to the extent to which users feel using a technology will increase their performance. As stated above, culture is expected to affects the relationship between PU and BI. Specific arguments follow using each of the cultural dimensions. H a : the cultural dimensions in different levels of PDI (low and high), IND (low and high), and UAI (low, moderate and high) can lead to different behaviours toward usefulness construct in TAM. 4.2Ease of Use: (PEOU) Perceived ease of Use refers to the Perceived ease of Use refers to whether the user feels using a new technology is free from effort. So, culture is expected to affects the relationship between perceived ease of use and behavioural intention. In next pages each of cultural dimensions will be arguments. H b : for next construct, Ease of Use, the cultural dimensions in different levels of PDI (low and high), IND (low and high), and UAI (low, moderate and high) can lead to different behaviours toward ease of use construct in TAM. 4.3 Subjective Norm (SN) Subjective norm refers to the influence others around users will have on their decision making to use technology, internet banking. Culture is expected to affects the relationship between subjective norm and behavioural Intention. Uncertainty Avoidance: 14

15 Hc: for Subjective Norm, the cultural dimensions in different levels of PDI (low and high), IND (low and high), and UAI (low, moderate and high) can lead to different behaviours; in addition, interact of these dimensions can lead to different behaviours in Subjective Norm construct in TAM. 4.4 Perceived Behavioural Control: (PBC) PBC refers to whether users feel using a system is within their control. In users of internet banking feel this is under their control, intention to use internet banking services will be high. This paper expects culture moderate to PBC and BI relationship. H d : for Perceived Behavior Control, the cultural dimensions in different levels of PDI (low and high), IND (low and high), and UAI (low, moderate and high) can lead to different behaviors, in Perceived Behavior Control construct in TAM. 4.5 Behavioural Intention to use Internet Banking (BI) Behavioral intention refers to an sign of an individual's willingness to make a given behavior. H e : for Behaviour Intention, the cultural dimensions in different levels of PDI (low and high), IND (low and high), and UAI (low, moderate and high) can lead to different behaviours, in Behaviour Intention to used Internet Banking construct. 5.Methodology This study has listed and searched literatures mainly from top journals in information system that reflects the topic of this study. A comprehensive review of the above literature was the basis for assuring the content validity of the instrument used in this study. Five dimensions of TAM (usefulness, ease of use, subjective norm, perceived behavioural control and Behavioural Intention) are developed and itemized into five sets in order to find relation between each item with Behavioural Intention (BI); besides, here constructed using items from instruments measuring Perceived Usefulness and Perceived Ease of Use (Davis, 1980), Subjective Norm, perceived behavioural control and Behavioural Intention (Taylor and 15

16 Todd, 1995), and culture (Hofstede, 1980). The technology acceptance items were adapted and changed slightly to fit the technology under investigation (internet/mobile banking), the cultural items were used exactly as they appeared in prior research of Hofstede (1980). In term of data, a primary source of data through interviews, and distributed questionnaires are used to gather data here. The instrument is a structured questionnaire based on the literature review on the relevant topics. Face to face interview in order to find African sample was used in first step, and then give them questionnaires by hand. Because of cross-cultural aspect of this study and assumption that all samples must study or work in Malaysia an version of questionnaires was sent to targeted samples of this study. a further assumption for this study is that all samples have enough ability in English Language skills. The survey instrument consisted of two parts. In part A of the questionnaire, Demographic of students was asked. In part B of the questionnaire, survey respondents were asked to state their level of agreement of each statement for seven dimensions of TAM on a seven-point scale (-5 represent Strongly Disagree to 5 representing Strongly Agree ; 0 neither disagree nor agree. Gathering data for this research paper included different stages and levels. Four university students (UM, UTM, MMU, Limkokwing), more than seven embassies in Malaysia (Belgium, Hungry, Czech Republic, Slovakia, Ukraine, Mexico, Jamaica, Bulgaria), and more than three international organization participated in this survey. The social networks such as Facebook community in Malaysia were another source for handle sampling for this paper. This paper tried to select necessary samples based on fair condition and ethical situation. Issues in international dimensions of survey were considered, such as language differentiation, time of data collected across culture and Ethical issues in data collection (Sekaran, 2003). So as to clarify the sample size for this study, Roscoe (1975) study is used where he proposes that the appropriate sample size for most research to be greater than 30 and less than 500. Needed samples for this research are at least 180 elements, and it is 15 for each cells of table. Around 270questionnaires were gathered. Some questionnaires were backed by , it was around 105questionniares. Print out version of questionnaire that was collected is around 165.Through these questionnaires, 243 questionnaires were used as a useful for analysis part. Around 27 questionnaires were detected as unused questionnaires. 16

17 The data was analyzed by Design of Experiment method (DOE), for reliability test, the cronbach s Alpha is used to ensure the measures are free from error and produce consistent results. Factor Analysis was used in order to validity test of each constructs. In order to analyse and find results, General Linear Model, and three-way Analysis of Variance was used in this study. 5.1 Demographic Characteristics of Respondents Descriptive Analysis shows that from 243 respondents, 143 respondents were male and 100 respondents were female. That means the rate for each one is 58.8 for male and 42% for female. The age of respondents was in the period The youngest user of internet banking was 19year old, and the oldest user of it, is 66 year old. Educational level of respondents from primary level to postgraduate level was divided. 50% respondents are in postgraduate level, and remains were divided between PMR, SPM, Diploma, professional or certified degree and others degrees. In occupational part, there are 7 CEOs (2.9%), 37 middle management (15.2%), 40 assistant managers or senior managers (16.5%), 35 supervisors (14.4%), and 199 respondents who work for themselves as owner or individual (49%). 5.2 Measure Reliability According to Nuunally (1978), the Chronbach s alpha is an estimate of reliability based on the average correlation between items with each factor, the score of over 0.7 is considered to be good (Nunnaly, 1978). In this study the Chronbach s alpha coefficient for all the dimensions are higher than 0.7. Chronbach s alpha for each construct were Usefulness:.879, Ease of Use:.87, Subjective Norm:.965, Behavioural Control:.911, and Behavioural Intention:.965. Subsequent to factor analysis and validity test of each construct, hypotheses were tested. 5.3Hypothesis Testing Ha: Usefulness construct For usefulness construct, according to the table 3, PDI is less than.05, therefore it is a significant item; besides, UAI shows a significant level (P<.05). In two level of interact only one item was significant (IND*UAI), two remains interact items are not significant. In three level of interact (PDI*IND*UAI), there 17

18 was no significant level; as a result, from seven items that was shown in table 3, three items was significant. Although it declares that cultural dimensions can affect the usefulness, it is still levels that were not affected by cultural dimensions. Therefore it is necessary more caution in order to interpret this hypothesis. Table 3: Usefulness Source Type III Sum of Squares df Mean Square F Sig. Corrected Model a Intercept PDI IND UAI PDI * IND PDI * UAI IND * UAI PDI * IND * UAI Hb: Ease of Use construct According to the table 4, there is only one significant item for UAI construct. It means only in UAI levels (low, moderate and high) the difference in attitudes is significant. This hypothesis cannot be accepted, because more than half of its items are not significant. Different people, from different nations, maybe do not show difference behaviour toward easing of use of a technology. Tableb4:Ease of Use Source Type III Sum of Squares df Mean Square F Sig. Corrected Model a Intercept PDI IND UAI PDI * IND PDI * UAI

19 IND * UAI PDI * IND * UAI Hc: Subjective Norm construct From subjective norm table (table5), IND, UAI, PDI*IND and IND*UAI are significant for this construct, people will show difference behaviour toward subjective norm in different countries with various IND (low or high), UAI (low, moderate or high); furthermore, there is differences at least in one level of PDI*IND and IND*UAI interactions. It can be concluded this hypothesis is accepted because in most items differences are observed. Table 5: subjective norm Source Type III Sum of Squares df Mean Square F Sig. Corrected Model a Intercept PDI IND UAI PDI * IND PDI * UAI IND * UAI PDI * IND * UAI Hd: Perceived Behavior Control construct As a result of table 4.6, PDI is a significant dimension for PBC, it can be meant that countries with different level of PDI (low or high). UAI is another significant dimension for PBC; different behaviors can be observed in low, moderate and high level of UAI. PDI interact with UAI can be said as another significant item, so there is at least one difference in behavior control for PDI*UAI. For Perceived behavior control, interaction between three level of interact (PDI*IND*UAI) is significant and it confirmed the 19

20 existing of differences between at least one level of this interaction. As a result, this hypothesis can be accepted because most of items were significant. Table 6: Perceived Behavioural control Source Type III Sum of Squares Df Mean Square F Sig. Corrected Model a Intercept PDI IND UAI PDI * IND PDI * UAI IND * UAI PDI * IND * UAI Error Total Corrected Total He: Behaviour Intention Construct The last item that is discussed here is behavioural intention (BI). For this construct, PDI is one significant item that shows difference behaviour in difference level of PDI. Next significant item factor is UAI that will show differences in low, moderate and high level of UAI. For interact the factors, only PDI*UAI is significant, and will show at least one level of difference in this factor. (table 7) Base on above discussion, again for this hypothesis it is necessary to say that more research and care is needed to give a strong answer. Maybe in some level differences were significant and in another levels no significant differences were seen. Table 7: behavioural Intention Source Type III Sum of Squares Df Mean Square F Sig. Corrected Model a Intercept PDI IND

21 UAI PDI * IND PDI * UAI IND * UAI PDI * IND * UAI Error Total Corrected Total Discussions and conclusion According to no-boundaries cultures idea, there is believed that cultures move to be one unified without special differences. Although this study proved that people from different nations stay together to follow their, all of them keep and save their cultural background. Changing cultural background needs time more than years, in this paper samples from African countries, while stay in Malaysia around two or three years, they still look at their customs and cultural learning. The results of the study should be interpreted with caution, it suggests that the TAM model may not hold equally well across cultures. If these results prove to be reproducible in other studies, this finding holds significant implications for both IT researchers who wish to study the adoption and diffusion of innovations and IT practitioners who want to successfully implement systems across borders. To discuss about the limitations of TAM, it may be refer to different comprehension about TAM construct which are constant in different cultures it can carry various meanings. As an example usefulness can have different aspects in each nation that were examined in this study. Ease of use can carry special meanings in one culture, in same situation, for person with another culture was very different. So beliefs and comprehension in one culture can affect of people with those specific culture. In order to examine the samples of this study, they were put in same situation to find their behavior towards technology acceptance model constructs and to find the differences and similarities between their attitudes. Another discussed related to TAM limitation can refer to error of measurements. It can be interpreted as limitation of measurement that used to find the people attitudes. Sometimes, measures can reflect the means. In this paper because of specific purpose of study to find different people attitude towards TAM around the world, specific measurements need to be matched with people beliefs in each countries that was examined. So it is possible each construct of TAM carries meanings that can be different around the world. 21

22 This study can help managers in international corporations to anticipate their employee s behaviors toward a new technology and select right behavior toward their employees from different cultural background. This research can show a way to adaption a technology between multinational companies, step by step, without forcing employee to use a new technology. A recommendation for future research can be work more on TAM for developing theory; additionally, it is necessary some cross-cultural validation and verification in order to create constructs that are more reliable when going through different culture. Another aspects that can still work on it, is more work on hypothesis findings in this research, when each dimensions of culture can affect TAM; while, their interaction cannot create affect. In other word, going more into details of each level can be a guideline for further researches. 9.References: Ajzen, I. and M. Fishbein, Understanding Attitudes and Predicting Social Behavior, NJ, Englewood Cliffs: Prentice-Hall, Ajzen, I. "The Theory of Planned Behavior," Organizational Behavior and vol. 50, No.2: , Human Decision Processes, Davis, F. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, Vol.13, No.3: , Davis, F., Bagozzi, R., and R., Warshaw, (1992), Extrinsic and Intrinsic Motivation to Use Computers in the Workplace, Journal of Applied Social Psychology, Vol. 22, , Geert. Hofstede, Culture s consequences: International differences in work related values, Beverly Hills: Sage, Geert. Hofstede, Culture and organizations: Software of the mind. McGraw- Hill. London, Geert. Hofstede,Cultures and Organizations: Software of the Mind, McGraw-Hill, New York, Geert. Hofstede,Culture s consequences: Comparing values, behaviors, institutions, and organizations across nations. Second edition. Beverly Hills: Sage, 1997 S.H. Kim, Moderating effects of Job Relevance and Experience on mobile wireless technology acceptance: Adoption of a smartphone by individuals, Information & Management, Vol. 45,: ,

23 Kydd, C.T. and L. H. Jones, (1989), "Corporate productivity and shared information Information and Management, Vol. 17, No.5: , technology," Luna, D. and S.F. Gupta, An Integrative Framework for Cross-Cultural Consumer Behaviour, International Marketing Review. Vol.18, No.1:45-69, Pavlou, P.A. and L. Chai, What Drives Electronic Commerce Across Cultures? A cross-cultural empirical investigation of the theory of planned behaviour, journal of electronic commerce Research, Vol.3, No.4: , Prescott, M. and S. Conger, Information Technology Innovations: A classification by IT Locus of Impact and Research Approach," DATABASE for Advances in Information Systems, Vol.26, No. 2 and 3: 20-41, J.C. Nunnally, Psychometric Theory, McGraw-hill, New York, NY, McCoy, S., A. Everard, and B. Jones, "An Examination of the Technology Acceptance Model in Uruguay and the US: A Focus on Culture," Journal of Global Information Technology Management, Vol.8, No.2:27-46, Raman, K.S. and Wei, K.K,"The GDSS research project," in: Computer Augmented Teamwork: A guided Tour, R.P. Watson and S.T. Kinney (Eds.), Va Nostrand Reinhold, New York, , J.T. Roscoe, (1975), Fundamental Research Statistics for the Behavioral Sciences, 2nd. Ed. New York: Holt, Rinehart and Winston, Sekaran U, Research Methods for Business, the United Stated of America, John Wiley and Sons, Inc, Straub, D., Keila, M., and W. Brennerb, Testing the technology acceptance model across cultures: A three country study, Information & Management, Vol.33, No.1:1-11, Venkatesh, V. Creation of Favorable User Perceptions: Exploring the Role of Intrinsic Motivation, MIS Quarterly, Vol. 23, No.2: , Venkatesh V., G Morris M.G., Davis G.B., and F.D. Davis, User Acceptance of Information Technology: Toward a Unified View1, MIS Quarterly, Vol. 27, , September Venkatesh, V., and C. Speier, Computer Technology Training in the Workplace: a Longitudinal Investigation of the Effect of Mood, Organizational Behaviour and Human Decision Processes, Vol.79: 1 28,

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