TECHNOLOGICAL ACCEPTANCE MODEL (TAM): A STUDY OF THE INFLUENCE OF THE NATIONAL CULTURE AND OF THE USER PROFILE IN THE USE OF ICTS

Abstract

The purpose of this study is to examine the influence of the national culture on users in the use of information and communications technologies (ICTs) at the Universidad Autonoma de Tamaulipas (UAT), using the Technological Acceptance Model (TAM) (Davis, 1989). This model measures two main variables of Perceived Usefulness and Perceived Ease of Use. 337 surveys were carried out among Professors/Administrators and 398 among Students at the Universidad Autonoma de Tamaulipas, one of northern Mexico's most important public universities. The result was that, contrary to expectations, the relationship between national culture and the use of ICTs could not be proved: however, it was shown that students with cultural indicators for individualism tend towards greater use and acceptance of ICTs, and that among professors Monochronic/Polychronic Time does influence the use and acceptance of ICTs. It also found that use and acceptance of ICTs among students changes according to what semester they are in, their previous education and vocational orientation. Finally, it was shown that in the case of the professors, their level of education, area of postgraduate studies, position, seniority and place of work are positively associated with the use of ICTs.