Does Within-Culture Variation Matter? An Empirical Study of Computer Usage

Does Within-Culture Variation Matter? An Empirical Study of Computer Usage

Mark Srite (University of Wisconsin-Milwaukee, USA), Jason Bennett Thatcher (Clemson University, USA) and Edith Galy (University of Texas at Brownsville, USA)
Copyright: © 2008 |Pages: 25
DOI: 10.4018/jgim.2008010101
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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.

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