Internet Banking Technology Acceptance Model : A Focus on Hofstede Cultural Dimensions

By rapidly increasing in penetration rate of Internet banking, exploring the factors which can influence Internet banking adoption is important. Although based on the prior studies, security is the most important items in terms of online transaction, culture and beliefs can be effective factors too. The purpose of this study is exploring the role of culture in technology acceptance; therefore, the technology acceptance model (Davis, 1989) and Hofstede cultural dimensions (power distance, uncertainly avoidance, and individualism/collectivism) are used to draw framework of this study. More than twenty countries from five continents 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 its cultural dimensions. Three ways analysis of variances is used to analyze the data. Findings of this study declared that Hofstede cultural dimensions (PDI, IND/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 wants work on wide range of cultures, besides, developing TAM constructs to be fit it with different cultures are recommendation of this study. Unique findings of this 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