This paper proposes some thoughts on, and insights into, technology adoption in different context, analysing the relationship between Hoffstede's cultural value dimension and ATM's adoption in urban India. It is based on an ethnographic study carried in Mumbai in autumn 2002 combining field observations and structured interview (N=43). The sample consisted of early ATM users, bank customers who have not chosen to use ATM's, and first time users, or people who decided to try out an ATM for the first time as part of our research. Findings are analysed to identify specific cultural issues which are likely to affect the adoption of ATM'S in urban India and compare this process with the existing knowledge of ATM adoption in Western countries.
ATM’s adoption in developing countries: Déjà vu or not?
De Angeli, Antonella;
2003-01-01
Abstract
This paper proposes some thoughts on, and insights into, technology adoption in different context, analysing the relationship between Hoffstede's cultural value dimension and ATM's adoption in urban India. It is based on an ethnographic study carried in Mumbai in autumn 2002 combining field observations and structured interview (N=43). The sample consisted of early ATM users, bank customers who have not chosen to use ATM's, and first time users, or people who decided to try out an ATM for the first time as part of our research. Findings are analysed to identify specific cultural issues which are likely to affect the adoption of ATM'S in urban India and compare this process with the existing knowledge of ATM adoption in Western countries.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione
