Within-Culture Variation and Information Technology: An Empirical Assessment

Within-Culture Variation and Information Technology: An Empirical Assessment

Jennifer E. Gerow (Clemson University, USA), Edith Galy (University of Texas at Brownsville, USA), Jason Bennett Thatcher (Clemson University, USA) and Mark Srite (University of Wisconsin-Milwaukee, USA)
DOI: 10.4018/978-1-60566-920-5.ch015
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Abstract

This study examines within-culture variance in the influence of values on perceptions and use of information technology (IT). Based on cross-cultural research, the authors suggest cultural values influence technology acceptance and use. Specifically, this chapter argues 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. Results suggest masculinity/femininity influences computer self-efficacy, computer anxiety, and personal innovativeness with IT. The authors also offer implications for research and practice.

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