EXAMINING THE CULTURAL MODERATION ON THE ACCEPTANCE OF MOBILE COMMERCE

Chia-Liang Hung () and Jerome Chih-Lung Chou ()
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Chia-Liang Hung: Department of Information Management, School of Management, National Chi Nan University, 470, University Rd., Puli, Nantou 545, Taiwan, Republic of China
Jerome Chih-Lung Chou: Department of Information Management, Hwa-Hsia Institute of Technology, 111, Gong Jhuan Rd., Chung Ho, New Taipei City 235, Taiwan, Republic of China

International Journal of Innovation and Technology Management (IJITM), 2014, vol. 11, issue 02, 1-19

Abstract: This study identifies the cultural influences on the adoption of mobile commerce based on the comparative cases of Taiwan and Malaysia, so as to give insights to mobile operators' global entries. Using Hofstede's five cultural orientations as moderators in conjunction to Davis' technology acceptance model (TAM), the combined model has been tested by the confirmatory factor analysis for measurement validity and the multiple regression approach for the moderation effect of cultural influences on the adoption of novel mobile services. This results show that uncertainty avoidance (UA), individualism (ID), and long-term (LT) orientation have significant influences on the influence of perceived usefulness (PU) and perceived ease-of-use (PEOU) regarding the adoption intentions of mobile commerce. However, the power distance (PD) and masculinity (MA) have different effects in Taiwan and Malaysia. These results not only supplement the explanation of the technology adoption, but also hold strategic implications for the global expansion of mobile operators by emphasizing on local preferences and their differentiation advantages.

Keywords: Culture; mobile commerce; technology acceptance; international business; cross-cultural management (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (7)

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DOI: 10.1142/S0219877014500102

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