Introducing ATMs in India: a contextual enquiry

De Angeli, Antonella, Coventry, Lynne, Athavankar, Uday, Joshi, Anirudha and Johnson, Graham (2004) Introducing ATMs in India: a contextual enquiry. Interacting with Computers, 16 (1). pp. 29-44. ISSN 0953-5438

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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.

Item Type:	Article
Subjects:	G900 Others in Mathematical and Computing Sciences
Department:	Faculties > Arts, Design and Social Sciences > Design
Depositing User:	EPrint Services
Date Deposited:	26 Sep 2008 13:00
Last Modified:	12 Oct 2019 19:34
URI:	http://nrl.northumbria.ac.uk/id/eprint/1851

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