The Relationship Between Technology Acceptance and Business Intelligence Systems Use Among Selected Palestinian Universities

Abstract

Business intelligence systems (BIS) acceptance as a new information system and usage behavior are related in ways that can be identified and explained using the unified theory of acceptance and use of technology (UTAT) model. This study examines how using a business intelligence system (SU) affects self-efficacy (SE), social influence (SI), facilitating conditions (FC), and performance expectancy (PE). This study adopted systematic random sampling for university administrators in Palestine. In total, 334 questionnaires were distributed at 11 selected universities. Structured Equation Modeling (SEM) with Smart PLS software was used to analyze the data for the final conceptual model. The result of Using regression analysis, it was found that BI system usage was anticipated by facilitating conditions and self-efficacy constructs. The research indicated that the self-efficacy of BIS use was found to be the most important factor. Therefore, the researchers recommended that universities improve the administrators’ capabilities to use BIS and enhance the BIS interfaces to make it easier to use. The more successful tasks are completed with the BIS, the more likely users are to adopt it. This study also recommended facilitating conditions as a further crucial factor in the technology acceptance factors. Therefore, management takes into consideration the aspects of increasing the type and quantity of training and offering BIS demonstrations, providing details on the BIS-related resources and technology, providing technical support for users, and spending additional efforts by launching programs for their administrators to increase the usage of BIS in their universities. This research contributes to university managers' enhancing the information system by understanding and predicting the system's use behaviors for administrators. In addition, by utilizing the UTAUT model and its suggested extension, the current study advances knowledge in the area of IT adoption and usage within the cultures of developing countries, specifically that of Palestine. Finally, the results of this study can aid in developing better tactics and giving more clarity to university managers for improving the current information systems and better integrating their use by administrators.