Facilitating the adoption of information technology in a developing country

Many developing countries are ardently seeking ways to encourage greater computer usage. But results have been disappointing. The slow diffusion is partially attributed to social factors. This study, based on a survey of 187 professionals, examined the efficacy of opinion leadership approach in accelerating the acceptance of computers in Saudi Arabia. Findings indicate that the approach has promise. Opinion leaders, who express greater satisfaction with computers, can be crucial as change agents in helping to reduce anxieties and dissonant feelings towards computers. Marketing strategy implications of the findings are discussed.