ATM’s adoption in developing countries: Déjà vu or not?

Antonella De Angeli, Lynne Coventry, Graham I. Johnson

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This paper proposes some thoughts on, and insights into, technology adoption in different cultural contexts, analysing the relationship between Hoffstede’s cultural value dimensions and ATM’s adoption in urban India. It is based on an ethnographic study carried out in Mumbai in autumn 2002 combining field observations and structured interviews (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 existing knowledge of ATM adoption in western countries.
Original languageEnglish
Number of pages6
Publication statusPublished - 18 Jun 2003
Externally publishedYes
Event2nd BCS HCI Group Workshop: Culture and HCI: Bridging Cultural and Digital Divides - University of Greenwich, Maritime Campus, London, United Kingdom
Duration: 18 Jun 200318 Jun 2003
Conference number: 2nd


Workshop2nd BCS HCI Group Workshop
Country/TerritoryUnited Kingdom


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