Abstract:
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.
Key Words: Senior Executives and Information Technology, Information Technology
acceptance, Information Technology Use, Technology Acceptance Model, Culture and
Information Technology, Information Technology and Social Influence, Perceived
Enjoyment, Perceived Risk, Self-Efficacy, Information System, Attitude toward
technology.
