Examining the Moderating Role of National Cultural Values on the Technology Acceptance Model in Hotel Online Booking Adoption Among Nigerian Consumers

This study examines the moderating role of Nigerian national cultural values on the technology acceptance model in explaining hotel online booking adoption among Nigerian consumers, contributing original cross-cultural technology adoption theory to the hospitality information systems literature. The technology acceptance model has been widely applied to explain digital service adoption globally, but its two core constructs of perceived usefulness and perceived ease of use are increasingly challenged as culturally bounded, with adoption behaviours in high power distance, collectivist, and uncertainty avoidant societies demonstrating systematic deviations from Western-derived model predictions. A quantitative research design is adopted with a structured questionnaire administered to 680 respondents selected through stratified purposive sampling across six geopolitical zones to ensure cultural diversity representation. An extended technology acceptance model incorporating Hofstede-derived cultural value scales for power distance, collectivism, uncertainty avoidance, and long-term orientation as moderating variables is tested using hierarchical moderated regression and multigroup structural equation modelling. Findings reveal that collectivism significantly moderates the social influence-adoption intention relationship, with highly collectivist respondents more strongly influenced by peer and family endorsement of online booking platforms than individualist respondents. Uncertainty avoidance moderates the perceived risk-adoption intention relationship, with high uncertainty avoidance consumers requiring significantly stronger trust signals before adoption. Power distance moderates the attitude-intention relationship. The study contributes a culturally extended technology acceptance model for Nigerian e-hospitality contexts and generates design recommendations for online booking platforms seeking to optimise adoption in high-context African markets. Keywords: technology acceptance model, cultural values, online booking, Nigeria, e-hospitality