Determinants of Social and Institutional Beliefs about Internet Acceptance within Developing Country’s Context: A Structural Evaluation of Higher Education Systems in Pakistan

This study aims to extend a model of technology acceptance to suit in developing country’s context. The model attempts to identify relationship between social and institutional factors over behavioural intention and usage. Recently, ‘acceptance and adoption of information technology (IT) in multicultural setting’ is becoming topic of interest for IS researchers. In this line, numerous theories and models are proposed to contribute in examining factors of IT acceptance and reluctance. It is argued that the models in published literature are found culturally biased, which successfully present results in only American and European context, however, their validity became questionable when they were tested in south Asian countries context. Additionally, lack of research is observed to predict individual’s cognitive behaviour of acceptance, which are influenced by social factors (i.e. peer influence and superior influence, voluntariness, experience) and institutional factors (i.e. local institutional management influence and top-level governmental policies influence). This study used Structural Equation Modelling (SEM) based on Partial Least Square (PLS) method to analyse the data. The results reveal that the proposed conceptual model achieves acceptable fit and the hypothesised paths are valid.