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.
|Number of pages||6|
|Publication status||Published - 18 Jun 2003|
|Event||2nd BCS HCI Group Workshop: Culture and HCI: Bridging Cultural and Digital Divides - University of Greenwich, Maritime Campus, London, United Kingdom|
Duration: 18 Jun 2003 → 18 Jun 2003
Conference number: 2nd
|Workshop||2nd BCS HCI Group Workshop|
|Period||18/06/03 → 18/06/03|