The Driving Internal Beliefs of Household Internet Adoption among Jordanians and the Role of Cultural Values

Abstract

The purpose of this study is to develop and validate a comprehensive model for the determinants of household Internet adoption through identifying the driving internal beliefs of individuals and the effect of cultural values on behavioral intention to adopt the household Internet among Jordanians. Given the widely recognized effect of cultural values on adoption of Information and Communication Technology (ICT), this study, applying Hofstede’s multidimensional framework, investigated the effect of cultural values on the behavioral intention to household Internet adoption in micro level. The empirical examination of the research model indicated that the behavioral intention to household Internet adoption is determined directly by five internal beliefs, including perceived needs, perceived risks, perceived ease of use, perceived resources, and perceived image. The results provide supporting empirical evidence linking most of Hofstede’s cultural dimensions to behavioral intention to household Internet adoption. With the exception of power distance, the results showed that collectivism (low individualism), masculinity, long-term orientation, and uncertainty avoidance had significant effects on the behavioral intention to household Internet adoption. The results demonstrated differences in the driving forces and cultural impact on Internet adoption between households and organizations settings.

A Household Internet Adoption Model Based on Integration of Technology Acceptance Model, Theory of Planned Behavior, and Uses and Gratifications Theory

“…The path coefficients are 0.45, 0.26, and 0.46 respectively. These finding are consistent with U&G perspective which claims the reasons of selecting, adopting continuously specific ICT in the voluntary choice are determined by the awareness of needs and the extent to which the technology helps to fulfill and satisfy/ gratify their felt needs or wants (Al-Omoush & Shaqrah, 2010;Luo et al, 2006;Papacharissi & Rubin, 2000;Ruggiero, 2000). Venkatesh and Davis (2000) provided empirical evidence showing that ease of use becomes insignificant with increased experience.…”

“…Also, TAM and TPB do not consider voluntariness dimension well whereas conduction of many supporting researches have been done in environments where the adoption was mandatory which implies limitation of both theories application in the voluntariness and intention study of household Internet adoption and usage. However, Al-Omoush and Shaqrah (2010) proposed that this problem can be solved by involving uses and gratifications (U&G) Theory. U&G explores the reasons why people use the media and the gratifications derived from media usage and access.…”

“…It focuses on the social and psychological motives that explain why people select and use a certain communication technologies (Ruggiero, 2000;Sun et al, 2006). Al-Omoush and Shaqrah (2010) argued that there exists a need for a deeper understanding of key determinants which address the direct impact of internal beliefs on actual usage behavior and the behavioral intention to continuous usage of Internet in households. Therefore, we advocate the similar concept and integrate the previous behavioral intention-based models including the TAM, TPB, and U&G Theory for constructing a conceptual model specific to household Internet adoption.…”

Investigating the Motives of Customers' Continuance Intentions towards Online Reservation

“…By measuring the importance and effect of each of the proposed five dimensions of e-service quality to explain usage continuance intention regarding online reservation, this study has provided more developed understandings of the role of e-service quality within this model. Third, empirical research on e-commerce in general (Aladwani, 2003;ElSaid & Hone, 2005, Ashrafi et al, 2007Elbeltagi, 2007;Al-Omoush & Shaqrah, 2010;Eid, 2011) and online reservation in particular (Al-maghrabi et al, 2011a) in developing countries is rather limited, with little empirical investigation. Hence, this research has identified some factors that can influence the extent to which customers in the UAE are satisfied and have usage continuance intentions regarding online reservation.…”