Determinants of social and institutional beliefs about internet acceptance within developing country’s context: A structural evaluation of higher education systems in Pakistan
This study aims to extend a model of technology acceptance to suit in developing country’s context.
The model attempts to identify relationship between social and institutional factors over behavioural
intention and usage. Recently, ‘acceptance and adoption of information technology (IT) in
multicultural setting’ is becoming topic of interest for IS researchers. In this line, numerous theories
and models are proposed to contribute in examining factors of IT acceptance and reluctance. It is
argued that the models in published literature are found culturally biased, which successfully present
results in only American and European context, however, their validity became questionable when
they were tested in south Asian countries context. Additionally, lack of research is observed to predict
individual’s cognitive behaviour of acceptance, which are influenced by social factors (i.e. peer
influence and superior influence, voluntariness, experience) and institutional factors (i.e. local
institutional management influence and top-level governmental policies influence). This study used
Structural Equation Modelling (SEM) based on Partial Least Square (PLS) method to analyse the
data. The results reveal that the proposed conceptual model achieves acceptable fit and the
hypothesised paths are valid