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It has been argued that behavioural models of technology acceptance do not serve equally across cultures. This study aims to extend technology acceptance model (TAM) to suit in a developing country context. The model attempts to identify the relationship between social norms, management support and moderating factors voluntariness and experience.

The study used a quantitative methodology to investigate the correlational paths. A cross‐sectional survey was completed by 504 academics working in higher educational institutes of Pakistan. The data were analysed using structural equation modelling (SEM) based on partial least squares (PLS) methods.

The extended model achieved acceptable fit and most of the hypothesised paths were significant. Determinant perceived usefulness was an important construct of the internet acceptance, i.e. R²=34 per cent more than behavioural intention. Moderator experience diminished the impact of usefulness on behaviour usage.

The findings suggest that expecting acceptance behaviour from individuals on the basis of only TAM's constructs is not enough for introducing new IT technologies. The study reveals that an individual's perceptions are formed/changed through attitudinal and social beliefs, along with management support and usage experience.

The study is useful in non‐western cultural contexts. Specifically, in contrast to previous studies, diversity of individuals' acceptance behaviour is examined within a single south‐Asian country's context.