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.
Srite, M., Thatcher, J. B., & Galy, E. (2008). Does Within-Culture Variation Matter? An Empirical Study of Computer Usage. Journal of Global Information Management (JGIM), 16(1), 1-25. doi:10.4018/jgim.2008010101
Journal of Global Information Management (JGIM)