User acceptance of information technology innovations in the remote areas of China

Abstract

PurposeThe purpose of this paper is to report an exploratory study based on the Chinese user technology acceptance model (CUTAM), by testing CUTAM and developing a model to predict user acceptance of information technology innovations in the remote areas of China.Design/methodology/approachBy collecting the data from a survey in Hainan province, the paper is able to empirically examine the explanative power of CUTAM in the remote context of China. The author further developed a new model for user acceptance in the remote areas of China, based on analysis discussion on the empirical results from a perspective of computer self‐efficacy across regions. The model fit was examined and it was found that the new model is better than CUTAM to fit the data from remote areas of China.FindingsPerceived usefulness, result demonstrability and facilitating condition were found to be salient behavioral beliefs determining behavior intention of Chinese users of information technology innovations in the remote areas. The effects of perceived usefulness and results demonstrability on behavioral intention were mediated by attitude toward behavior. Facilitating condition was found to be the most important determinant of user acceptance in remote areas of China, which directly affected behavioral intention.Originality/valueThe paper contributes an insight of individual‐level technology adoption and innovation diffusion in the remote areas of China, which has been paid little attention to in prior literature. Solid empirical evidence is provided to validate a model for Chinese user acceptance in the remote areas of China, based on the development of the theory of CUTAM.