Introducing ATMs in India: a contextual enquiry

Antonella De Angeli; Lynne Coventry; Uday Athavankar; Anirudha Joshi; Graham Johnson

doi:10.1016/j.intcom.2003.11.003

Introducing ATMs in India: a contextual enquiry

Antonella De Angeli, Lynne Coventry, Uday Athavankar, Anirudha Joshi, Graham Johnson

Psychology Department

Research output: Contribution to journal › Article › peer-review

47 Citations (Scopus)

Abstract

This paper presents a method and results of an ethnographic study aimed at building an understanding of Automatic Teller Machine (ATM) adoption in Mumbai, India. The study combined field observations and semi-structured interviews (N=43) of early ATM adopters, bank customers who do not use ATMs, and people who used the ATM for the first time as part of our research. Data were analysed to identify specific cultural traits that may affect the adoption of ATMs in urban India. Results demonstrated the unique role of the cultural context in affecting users' expectations and behavioural possibilities, thus determining people's response to the machine. This led to the conclusion that an understanding of cultural biases and metaphors can facilitate technology diffusion and acceptance informing design localisation and supporting the development of strategies to motivate and train users.

Original language	English
Pages (from-to)	29-44
Journal	Interacting with Computers
Volume	16
Issue number	1
DOIs	https://doi.org/10.1016/j.intcom.2003.11.003
Publication status	Published - Feb 2004

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10.1016/j.intcom.2003.11.003

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title = "Introducing ATMs in India: a contextual enquiry",

abstract = "This paper presents a method and results of an ethnographic study aimed at building an understanding of Automatic Teller Machine (ATM) adoption in Mumbai, India. The study combined field observations and semi-structured interviews (N=43) of early ATM adopters, bank customers who do not use ATMs, and people who used the ATM for the first time as part of our research. Data were analysed to identify specific cultural traits that may affect the adoption of ATMs in urban India. Results demonstrated the unique role of the cultural context in affecting users' expectations and behavioural possibilities, thus determining people's response to the machine. This led to the conclusion that an understanding of cultural biases and metaphors can facilitate technology diffusion and acceptance informing design localisation and supporting the development of strategies to motivate and train users.",

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AU - De Angeli, Antonella

AU - Coventry, Lynne

AU - Athavankar, Uday

AU - Joshi, Anirudha

AU - Johnson, Graham

PY - 2004/2

Y1 - 2004/2

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AB - This paper presents a method and results of an ethnographic study aimed at building an understanding of Automatic Teller Machine (ATM) adoption in Mumbai, India. The study combined field observations and semi-structured interviews (N=43) of early ATM adopters, bank customers who do not use ATMs, and people who used the ATM for the first time as part of our research. Data were analysed to identify specific cultural traits that may affect the adoption of ATMs in urban India. Results demonstrated the unique role of the cultural context in affecting users' expectations and behavioural possibilities, thus determining people's response to the machine. This led to the conclusion that an understanding of cultural biases and metaphors can facilitate technology diffusion and acceptance informing design localisation and supporting the development of strategies to motivate and train users.

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SP - 29

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JO - Interacting with Computers

JF - Interacting with Computers

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Introducing ATMs in India: a contextual enquiry

Abstract

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