Examining the moderating role of gender in Arabian workers' acceptance of computer technology

Even as information technology becomes globally ubiquitous, the pace of its dissemination varies across regions. For example, technology acceptance by ordinary workers in the Arabian region is generally slow, though its diffusion has recently exhibited substantial improvements. The research model proposed herein, based in the theory of planned behavior and the technology acceptance model, focuses on the effects of gender, because long-standing Saudi Arabian culture traditions and entrenched social norms define distinct gender roles. The test of the model and its associated hypotheses involves voluntary responses from 1,088 Arabian workers of fifty-six firms. The results show that the model can explain a significant portion of variance in workers' intentions to use computer technology. Perceived usefulness seems to have the strongest impact on intention, followed by perceived behavioral control and subjective norms. In addition, gender moderates the effect of subjective norms on intentions and the influence of perceived usefulness on attitude, more prominently among male than among female workers. Overall, the findings imply relative differences in the explanatory power of prevalent theoretical models across different socio-cultural contexts and point to the important role of gender in technology acceptance. They also offer implications for research and practice. © 2013 by the Association for Information Systems.