ACCEPTANCE AND USE OF INFORMATION TECHNOLOGY BY SENIOR EXECUTIVES

It is becoming increasingly imperative for managers to track the process that ultimately leads to the adoption and effective use of new technology. The study explores an extension of technology adoption model (TAM) for senior executives. The TAM is modified with additional constructs of Perceived Enjoyment (PE), Perceived Risk (PR) and Self-Efficacy (SEf.). An addition of Cultural Influence (CI) and Social Influence (SI) is also being made as a direct determinant of Behavioral Intention (BI). The study is empirically validated using a field survey through a questionnaire. Employing a sample of 431 senior executives it develops and tests a modified TAM within the Pakistani culture. Regression as well as Partial Least Square (pls) is used for data analysis. Regression analysis is done using SPSS version 12.0 while pls analysis is done using Visual Parital Least Square (VPLS) version 1.04. The results indicate that the modified TAM works well. The findings are important because they are different and distinct from Western cultures. The modified TAM shows that dependent variables attitude toward using computer has explained 63% variance while BI has explained 54% variance.

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