Examining the Moderating Role of National Culture on an Extended Technology Acceptance Model

Khaled A. Alshare, Hani I. Mesak, Elizabeth E. Grandon and Masood A. Badri

Journal of Global Information Technology Management, 2011, vol. 14, issue 3, 27-53

Abstract: Previous research studies have primarily examined the Technology Acceptance Model (TAM) in one country or in developed and western countries. This paper attempts to answer two questions of particular significance that remain only partially answered in the information systems literature. The first question asks: do TAM relationships hold good for a group of countries of diverse national cultures? The second question investigates: can national culture explain differences in TAM relationships across countries? To answer the above two questions, a structural equation modeling approach was applied using computer-related data collected from college students in the USA and two countries of non-Western cultures: Chile, and the United Arab Emirates. The research findings imply that for the group of three countries, all relationships among the components of an extended TAM that incorporates individual computer knowledge as an external variable were supported. In addition, national culture moderates four of the TAM relationships.

Date: 2011
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DOI: 10.1080/1097198X.2011.10856542

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