Navigating the clouds: Cultural influences on technology acceptance in the workplace

Abstract

In an era in which cloud computing is redefining business paradigms, understanding the interplay between organizational culture and technology adoption becomes paramount. Conducted across various European countries from May to July 2023, this study, with a final dataset of 145 responses, ventures beyond traditional technology acceptance models. By integrating Hofstede's cultural dimensions with the perceived usefulness construct from the Technology Acceptance Model (TAM), we explore their collective impact on cloud service utilization in the workplace. Employing a robust survey methodology and ordinal logistic regression analysis, this research reveals nuanced insights into how individualism and uncertainty avoidance influence cloud adoption, with perceived usefulness acting as a pivotal moderator. The findings not only extend the theoretical discourse on technology acceptance by highlighting the intricate role of cultural factors but also offer practical guidance for crafting IT strategies that align with individual cultural values. Contributing to the scholarly conversation on digital transformation within organizational contexts, this paper provides a comprehensive understanding of the factors driving cloud service utilization among employees. Its implications resonate across the academic and practical realms, underscoring the significance of cultural awareness in the successful implementation of cloud technologies.