Abstract:
In this research, it is examined how the technology adoption is affected by culture using
constructs of UTAUT model and Hofstede’s Cultural Dimensions. In this comparative study,
data from Pakistan and USA is utilized to observe technology adoption in two completely
opposite cultures. The technology selected for this comparison is ‘Internet Banking’. The
comparison of Pakistan and USA reveals that effects of performance expectancy on behavioral
intention, effort expectancy on behavioral intention and effect of behavioral intention on use
behavior are greater in USA; whereas effects of social influence on behavioral intention and
effect of facilitating conditions on use behavior are greater in Pakistan. The cultures with low
power distance and high individualism index are less influenced by social norms in contrast to
cultures with high power distance index and low individualism index. Similarly cultures with
low uncertainty avoidance index and high indulgence index tend to adopt new technology more
even if support infrastructure for this technology is not extensive. However, cultures with high
uncertainty avoidance index and low indulgence index look for more guarantees and assertions
when adopting new technology. It is also found that consumers in Pakistan mostly fall in
‘followers and laggards’ category, whereas American consumers are mostly ‘leaders’.
