Information technology (IT) in Saudi Arabia: Culture and the acceptance and use of IT

Using a survey sample collected from 722 knowledge workers using desktop computer applications on a voluntary basis in Saudi Arabia, the relative power of a modified version of UTAUT in determining 'intention to use' and 'usage behavior' is examined.

Abstract

The unified theory of acceptance and use of technology (UTAUT), a model of the user acceptance of IT, synthesizes elements from several prevailing user acceptance models. It has been credited with explaining a larger proportion of the variance of 'intention to use' and 'usage behavior' than do preceding models. However, it has not been validated in non-Western cultures. Using a survey sample collected from 722 knowledge workers using desktop computer applications on a voluntary basis in Saudi Arabia, we examined the relative power of a modified version of UTAUT in determining 'intention to use' and 'usage behavior'. We found that the model explained 39.1% of intention to use variance, and 42.1% of usage variance. In addition, drawing on the theory of cultural dimensions, we hypothesized and tested the similarities and differences between the North American and Saudi validations of UTAUT in terms of cultural differences that affected the organizational acceptance of IT in the two societies.