Evaluating the factors influencing the adoption of digital culture among university students in developing areas of South Punjab

This research investigates the factors influencing the adoption of digital culture (DC) in the developing regions of South Punjab, with a focus on implementation challenges and student engagement. It is distinctive in its use of a mixed-methods approach to achieve its objectives. Qualitative method was employed to identify the factors affecting the adoption of digital culture, while a quantitative approach was utilized to explore the stimuli that foster students’ acceptance of digital culture, using the Modified Stimulus-Organism-Response (MSOR) as a theoretical framework. For the qualitative component, a sample of twelve participants was selected, including faculty members in administrative positions and students. Thematic analysis indicated that challenges such as lack of change management, inadequate resources, and peer rivalry hinder the implementation of digital culture. Conversely, factors such as digital resilience among youth, visionary leadership, and collaboration with universities in developed countries facilitate the adoption of digital culture. Additionally, there appears to be no distinction between digital natives and digital immigrants in underprivileged universities; both faculty members and students demonstrate similar levels of digital resilience despite facing various challenges. In the quantitative phase, convenience and random sampling methods were applied. Data analysis was conducted using Structural Equation Modeling (SEM) with SPSS and Smart PLS-4 software. The findings indicate that System Quality (SEQ), Environmental Quality (ENQ), Information Quality (INQ), and Digital Literacy (DIL) significantly influence Perceived Usefulness (PRU), Satisfaction (SAT), and the User Adoption Urge (UAG) towards digital culture. This study highlights the importance of digital resilience among young individuals in educational environments and advocates for the integration of Digital Culture (DC) elements within the SOR framework to enhance applicability across diverse contexts.