The Impact of Culture on Acceptance of E-Learning: A Palestinian Case Study Using Structural Equation Model

The adoption of technological inventions, such as e-learning, is a multifaceted procedure including social, cultural, in addition to technological factors. Large portion of studies on the subject matter focused on the technological factors, and few touch on the social and cultural factors. This study comes to bridge this knowledge gap and contribute to clarify how domestic culture can play a significant role in the acceptance of e-learning by people. Technology Acceptance Model (TAM), is used as the reference theoretical framework in the study. Three cultural dimensions, incorporated as exogenous constructs in the model. These are uncertainty avoidance, power distance, and individualism-collectivism. The effect of these cultural dimensions on the behavioral Intention (BI) of students were estimated using structural equation modeling (SEM) technique. To test the hypothesized model, data was collected from 354 students from three Palestinian universities, using a pre-tested and validated questionnaire. The experimental outcomes of the study revealed the existence of a strong correlation between acceptance of e-learning and the culture of learners. Uncertainty avoidance, v and power distance were among the strongest cultural dimensions influencing the decision to adopt e-learning. This analysis provides an insight into the domain of adopters of e-learning in relation to the Palestinian culture.