ICT usage among women in rural India

Abstract

Over the years, researchers have struggled to pinpoint the attributes or factors that inhibit or accelerate the process of adopting new ICT. Several theories have been developed that aim to provide a rational explanation for this, such as the Davis’ (1989) Technology Acceptance Model (TAM) which links the usage of technology to potential user’s behavioral intention; the Task-Technology Fit Model presented by Goodhue (1988) aims to quantify the effectiveness of technology by evaluating the interrelation between the technology and the task the technology intends to support. Other studies include Compeau and Higgins (1995) adoption of Social Cognitive Theory where individual’s tech/computer behaviors are highly dependent on their perception of self-efficacy of computers; Moore & Benbasat (1991) explored user’s attitude towards adoption of technology based on diffusion of innovation. These are just a few studies from a myriad of research done to explain the efficacy of adoption of technology and innovation, but irrespective of the theoretical approach employed, it is recommended to include individual characteristics into a research model as an independent or control variable while studying the behavioral and cognitive aspects of technology (Gefen and Straub, 1997; Venkatesh and Morris, 2000). Having established this, a very crucial demographic attribute which an immense influence on one’s attitude towards technology is gender (Morris et al. 2005). Previous studies have often hypothesized that technology (computers, smartphones, etc.) is more attractive to the male population compared to girls and women and hence oftentimes are more likely to have expertise in the ICT field and hold the position of authority in technology & technology-allied industry. Prior studies have reported that women exhibit high levels of anxiety (Igbaria and Chakrabarti, 1990; Harrison et al., 1997; Bozionelos, 1996; Beyer, 2008) and attitude towards technology and computers are generally seen to be low (Young, 2000; Franz and Robey, 1986; Felter, 1985). So, this study is focused around the theme of low utilization of technology, more specifically-ICT amongst women dwelling in a rural location, and the underlying factors that have hindered the female population from deriving the same utility from technology as that of the male population.