MODERATING ROLE OF CULTURE ON INTENTION TO USE THE COMPUTERS: AN UNOBTRUSIVE BUT INFLUENTIAL FACTOR TO BETTER EXPLAIN THE INTENTIONS OF POLICY MAKERS

Abstract

The impact of culture for use of technology has numerous directions and subject to be investigated thoroughly. This study specifically measures the moderating role of culture on intention to use (ITU) of the computers by policy makers. By adopting the technology acceptance model (TAM). The study uniquely measured the effect of culture in the relationship between perceived usefulness (PU) and perceived ease of use (PEOU) on ITU. Top ranked Officers of government employees were targeted by opting the snow ball sampling. These top officials are directly involved in the policy making based on their ability and experience explicitly. But culture is affecting on their decision implicitly by changing the relation of ITU with other observable factors. By focusing on this importance issue, the study measured the impact of culture as a moderator specifically for policy maker officials. Hierarchical multiple regression was applied to measure the effect of moderation using SPSS. From results, it was found that culture moderates and alters the relationship and strength of PU and PEOU with ITU. It was concluded that for effective use of technology, the impact of culture must be pondered.