International Business and Entrepreneurship Faculty Publications and Presentations

Document Type

Article

Publication Date

2008

Abstract

This article examines within-culture variance in the influence of values on perceptions and use of information technology (IT). Based on cross-cultural research, we suggest that cultural values influence technology acceptance and use. Specifically, we argue that masculinity/femininity and individualism/collectivism directly influence personal innovativeness with IT, computer anxiety, and computer self-efficacy, and have a mediated effect on perceived usefulness, perceived ease of use, and use of IT. Overall, analysis provides support for the research model. Our results suggest that masculinity/femininity influences computer selfefficacy, computer anxiety, and personal innovativeness with IT. We also offer implications for research and practice.

Comments

© 2008, IGI Global

Publication Title

Journal of Global Information Management (JGIM)

DOI

10.4018/jgim.2008010101

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