IDEAS home Printed from https://ideas.repec.org/a/sae/psydev/v20y2008i2p209-227.html
   My bibliography  Save this article

Gender and Decision-Making in Technology Adoption among Youth

Author

Listed:
  • Farida Umrani

    (Indian Institute of Technology Bombay, Mumbai)

  • Rehana Ghadially

    (Indian Institute of Technology Bombay, Mumbai)

Abstract

Computer adoption is tested by the Technology Acceptance Model (TAM) that theorises how users come to accept and use a technology. The sample for the study consisted of 172 trainees (102 females, 70 males; mean age 21.34 years), enrolled in a one-year diploma course in computer applica-tions and multilingual desktop publishing from three computer training centres in Mumbai. Data was collected after six weeks of computer training using standard psychological scales. Results of multiple regression analyses indicate that compared to the West, TAM offers limited explanation for adoption of computer technology by Indian youth. The article highlights the reasons for this in the light of constraints in resource availability and cultural differences. It is suggested that TAM has to be sensitive to the nature of the sample, nature of the technology and the cultural context of adoption to improve its predictive power. Perceived usefulness and subjective norm are the key factors in predicting future computer use. Hence, a model accounting for technology adoption in India should include a strong normative component to supplement the effect of usability. The gender comparisons indicate that TAM is a better predictor of computer adoption for females than males. Women make a balanced analysis of the technology that includes both productivity aspects and influence of significant others. However, what attitudes and cognitive dimensions work in the Indian men to adopt computer technology remains to be further researched.

Suggested Citation

  • Farida Umrani & Rehana Ghadially, 2008. "Gender and Decision-Making in Technology Adoption among Youth," Psychology and Developing Societies, , vol. 20(2), pages 209-227, September.
    • Handle: RePEc:sae:psydev:v:20:y:2008:i:2:p:209-227
    DOI: 10.1177/097133360802000204
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/097133360802000204
    Download Restriction: no
    File URL: https://libkey.io/10.1177/097133360802000204?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Kieran Mathieson, 1991. "Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior," Information Systems Research, INFORMS, vol. 2(3), pages 173-191, September.
    2. Detmar W. Straub, 1994. "The Effect of Culture on IT Diffusion: E-Mail and FAX in Japan and the U.S," Information Systems Research, INFORMS, vol. 5(1), pages 23-47, March.
    3. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. repec:dau:papers:123456789/13000 is not listed on IDEAS
    2. Nistor, Cristian, 2013. "A conceptual model for the use of social media in companies," MPRA Paper 44224, University Library of Munich, Germany.
    3. Muhammad Ali & Syed Ali Raza & Chin-Hong Puah & Mohd Zaini Abd Karim, 2017. "Islamic home financing in Pakistan: a SEM-based approach using modified TPB model," Housing Studies, Taylor & Francis Journals, vol. 32(8), pages 1156-1177, November.
    4. Müller-Seitz, Gordon & Dautzenberg, Kirsti & Creusen, Utho & Stromereder, Christine, 2009. "Customer acceptance of RFID technology: Evidence from the German electronic retail sector," Journal of Retailing and Consumer Services, Elsevier, vol. 16(1), pages 31-39.
    5. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.
    6. Igbaria, M. & Iivari, J., 1995. "The effects of self-efficacy on computer usage," Omega, Elsevier, vol. 23(6), pages 587-605, December.
    7. Gao, Tao (Tony) & Rohm, Andrew J. & Sultan, Fareena & Pagani, Margherita, 2013. "Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance," Journal of Business Research, Elsevier, vol. 66(12), pages 2536-2544.
    8. Johannes Putzke & Detlef Schoder & Kai Fischbach, 2010. "Adoption of Mass-Customized Newspapers: An Augmented Technology Acceptance Perspective," Journal of Media Economics, Taylor & Francis Journals, vol. 23(3), pages 143-164.
    9. El Barachi, May & Salim, Taghreed Abu & Nyadzayo, Munyaradzi W. & Mathew, Sujith & Badewi, Amgad & Amankwah-Amoah, Joseph, 2022. "The relationship between citizen readiness and the intention to continuously use smart city services: Mediating effects of satisfaction and discomfort," Technology in Society, Elsevier, vol. 71(C).
    10. Yoon, Jeewhan & Vonortas, Nicholas S. & Han, SungWon, 2020. "Do-It-Yourself laboratories and attitude toward use: The effects of self-efficacy and the perception of security and privacy," Technological Forecasting and Social Change, Elsevier, vol. 159(C).
    11. Kamrath, Carolin & Rajendran, Srinivasulu & Nenguwo, Ngoni & Afari-Sefa, Victor & Broring, Stefanie, 2018. "Adoption behavior of market traders: an analysis based on Technology Acceptance Model and Theory of Planned Behavior," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(6), July.
    12. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    13. Rice, Stephen & Winter, Scott R. & Mehta, Rian & Ragbir, Nadine K., 2019. "What factors predict the type of person who is willing to fly in an autonomous commercial airplane?," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 131-138.
    14. Donglin Han & Huiying (Cynthia) Hou & Hao Wu & Joseph H. K. Lai, 2021. "Modelling Tourists’ Acceptance of Hotel Experience-Enhancement Smart Technologies," Sustainability, MDPI, vol. 13(8), pages 1-19, April.
    15. Eung-Suk Park & ByungYong Hwang & Kyungwan Ko & Daecheol Kim, 2017. "Consumer Acceptance Analysis of the Home Energy Management System," Sustainability, MDPI, vol. 9(12), pages 1-15, December.
    16. Song, Jinzhu & Drennan, Judy C. & Andrews, Lynda M., 2012. "Exploring regional differences in Chinese consumer acceptance of new mobile technology: A qualitative study," Australasian marketing journal, Elsevier, vol. 20(1), pages 80-88.
    17. Giao, Ha Nam Khanh & Tuan, Huynh Quoc, 2021. "Intention To Buy Air Ticket Online Of Vietnamese Consumers," OSF Preprints 867s5, Center for Open Science.
    18. Debarun Chakraborty, 2019. "Indian Shoppers’ Attitude Towards Grocery Shopping Apps: A Survey Conducted on Smartphone Users," Metamorphosis: A Journal of Management Research, , vol. 18(2), pages 83-91, December.
    19. Nripendra P. Rana & Yogesh K. Dwivedi & Banita Lal & Michael D. Williams & Marc Clement, 2017. "Citizens’ adoption of an electronic government system: towards a unified view," Information Systems Frontiers, Springer, vol. 19(3), pages 549-568, June.
    20. Frederick Kwesi Blay & Livingstone Divine Caesar, 2022. "The adoption of mobile money technology in emerging markets: a contingency analysis from Ghana," SN Business & Economics, Springer, vol. 2(9), pages 1-26, September.
    21. Suk Min Pang & Jen Sim Ho & Booi Chen Tan & Teck Chai Lau & Nasreen Khan, 2024. "Navigating the Road to Acceptance: Unveiling Psychological and Socio-Demographic Influences on Autonomous Vehicle Adoption in Malaysia," Sustainability, MDPI, vol. 16(18), pages 1-16, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:psydev:v:20:y:2008:i:2:p:209-227. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.