The SCEAT Model: Understanding Technology Adoption in Sub-Urban Communities Through a Socio-Cultural Lens

This study investigates the complex dynamics of technology adoption in a sub-urban Philippine community, focusing on Poblacion, Oslob. While existing models of technology adoption often emphasize individual decision-making, this research adopts a qualitative grounded theory approach to capture the socio-cultural, economic, attitudinal, and infrastructural dimensions shaping digital engagement in a community context. Data were collected through in-depth interviews with 20 participants representing different stages of the Technology Adoption Life Cycle and focus group discussions with eight Barangay officials, complemented by non-participant observations. Findings reveal that technology adoption is a negotiated and socially embedded process influenced by cultural values such as respect for elders and the bayanihan spirit, which both facilitate intergenerational learning and contribute to resistance among older populations. Economic constraints, including the high cost of devices and internet services, alongside inadequate infrastructure, significantly exacerbate the digital divide. Attitudinal factors further shape adoption, with younger participants expressing optimism and adaptability, while older individuals exhibit skepticism due to concerns about privacy, misinformation, and cultural disruption. From these insights, the study proposes the Socio-Cultural-Economic-Attitudinal-Technological (SCEAT) Model, which offers a comprehensive framework for understanding technology adoption in sub-urban settings. The findings underscore the need for culturally responsive, economically inclusive, and infrastructure-supported interventions. Ultimately, the study contributes to the discourse on digital inclusion by highlighting that sustainable technology adoption requires collaborative, community-driven strategies that align with local realities and aspirations.