Extending the Technology Acceptance Model Beyond Its Country of Origin: A Cultural Test in Western Europe

Abstract

This study is an attempt to theoretically and empirically test the applicability of TAM in the Western Europe culture. Thus the study objectives are: 1) to propose whether TAM may well apply to the Western Europe culture using the work of Hofstede on culture’s consequences by exploring the impact of cultural differences on the adoption and diffusion of IT-based innovations such as spreadsheets; 2) to empirically test the applicability of TAM in the United Kingdom as a representative country for the Western Europe culture; and 3) to conclude about the applicability of TAM in selected countries of Western Europe based on these theoretical and empirical endeavors. Therefore, the current study consists of two main parts: I) a theoretical part where IT adoption and diffusion is put in perspective in relation to cultural consequences, and II) an empirical part where an empirical test is carried out in a representative country of the Western Europe region. The study starts with a brief background on spreadsheets and the role they played in the diffusion of computer technology into organizations and sufficient literature about TAM (including its initiation, objective, popularity, and structure) before getting into the main body of the study.