THE IMPACT OF IRANIAN TEACHERS CULTURAL VALUES ON COMPUTER TECHNOLOGY ACCEPTANCE

ABSTRACT

This study was conducted with the aim of testing the technology acceptance model and the impact of Hofstede cultural values (masculinity/femininity, uncertainty avoidance, individualism/collectivism, and power distance) on computer technology acceptance among teachers at Urmia city (Iran) using the structural equation modeling approach. From among these teachers, 275 were sampled. Research results suggested that masculinity/femininity cultural values have a positive impact on variables of the technology acceptance model (perceived usefulness and perceived ease of use). The effect of uncertainty avoidance on these variables was also negative. Individualism/collectivism produced a positive effect on perceived usefulness but power distance created a negative impact on perceived usefulness and ease of use. Also the effect of individualism/collectivism on perceived ease of use wasn't significant. Research results and implications are discussed in the paper.