Does IT culture archetypes affect the perceived usefulness and perceived ease of use of e-banking services? A multistage approach of Algerian customers

Abstract

PurposeThis paper explores the effect of individual information technology culture archetypes on the perceived ease of use and perceived usefulness of e-banking customers.Design/methodology/approachA multi-stage approach was used. First, a cluster analysis was performed (based on a survey of 360 Algerian bank customers). Second, a multiple regression analysis was assessed to test the hypotheses.FindingsThe cluster analysis reveals five IT cultural groups for e-banking customers: dangerous, dodgers, compliant dodgers, disenchanted and addicted customers. A mapping of these archetypes is then proposed and tested. The multiple regression analysis shows that the dangerous IT culture archetype exhibit the highest level of perceived ease of use and perceived usefulness beliefs when the dodgers show the lowest one.Research limitations/implicationsThis study is limited in that it adopts a relatively small convenience sampling in Northwest Algeria. Furthermore, enriching the model with other antecedents could be of use. However, it clarifies the issue of whether the same IT culture archetypes can be found in different contexts and show that the IT cultural archetypes list is not exhaustive.Practical implicationsThe study contributes to the existing knowledge on e-banking adoption in developing countries and provides Algerian banks with some crucial elements.Originality/valueThis paper is one of the first to investigate the impact of IT culture archetypes on e-banking adoption. It (1) identified five IT culture archetypes, (2) proposed a mapping of these archetypes, (3) reinforces the use of the spinning top model and (4) goes further as it applies it in a new context (developing country) and industry (banking).