TECHNOLOGY ADOPTION BEHAVIOR OF WOMEN FACULTY DURING INFORMATION SEEKING: A CASE OF UNIVERSITY OF PESHAWAR

Abstract

This study investigates the technology adoption behavior of women faculty during information-seeking activities at the University of Peshawar. Female faculty members from various departments and constituent colleges were selected using stratified random sampling across academic ranks. A structured questionnaire, based on a 5-point Likert scale and validated by experts, was distributed to 124 participants, with 71 valid responses analyzed using SPSS Version 22, yielding a 57.3% response rate.

Findings reveal a positive attitude toward technology use, as participants reported comfort with basic functionalities (M = 4.46, SD = 0.56) and enjoyment in learning new tools (M = 4.10, SD = 0.94). Faculty members actively experimented with technologies (M = 4.06, SD = 0.92), while social influence had a strong impact on adoption behaviors. High reliance on peers was observed, with participants often seeking guidance (M = 4.55, SD = 0.50) and feeling more connected through technology use (M = 4.51, SD = 0.50).

However, technological barriers hindered effective adoption. Key obstacles included limited access to technology (M = 4.76, SD = 0.52), outdated equipment (M = 4.73, SD = 0.53), and lack of training (M = 4.70, SD = 0.60). The study recommends upgrading infrastructure and providing structured training to enhance adoption and effective information-seeking practices.