Within-Culture Variation and Information Technology: An Empirical Assessment

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Author(s): 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)
Copyright: 2010
Pages: 28
Source title: Technological Advancement in Developed and Developing Countries: Discoveries in Global Information Management
Source Author(s)/Editor(s): M. Gordon Hunter (University of Lethbridge, Canada)and Felix B. Tan (Auckland University of Technology, New Zealand)
DOI: 10.4018/978-1-60566-920-5.ch015

Keywords: Digital Divide & Developing Countries / Engineering Science Reference / Global Information Technology / Government & Law

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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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Within-Culture Variation and Information Technology: An Empirical Assessment

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