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Examining The Cultural Moderation On The Acceptance Of Mobile Commerce

Author

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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)

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.

Suggested Citation

  • Chia-Liang Hung & Jerome Chih-Lung Chou, 2014. "Examining The Cultural Moderation On The Acceptance Of Mobile Commerce," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 11(02), pages 1-19.
    • Handle: RePEc:wsi:ijitmx:v:11:y:2014:i:02:n:s0219877014500102
    DOI: 10.1142/S0219877014500102
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    Cited by:

    1. Luceri, Beatrice & (Tammo) Bijmolt, T.H.A. & Bellini, Silvia & Aiolfi, Simone, 2022. "What drives consumers to shop on mobile devices? Insights from a Meta-Analysis," Journal of Retailing, Elsevier, vol. 98(1), pages 178-196.
    2. Zhang, Yun & Weng, Qingxiong & Zhu, Nan, 2018. "The relationships between electronic banking adoption and its antecedents: A meta-analytic study of the role of national culture," International Journal of Information Management, Elsevier, vol. 40(C), pages 76-87.
    3. Nguyen Ngoc Thi Hong & Rudawska Edyta, 2022. "Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(3), pages 112-135, September.
    4. Adarsh Anand & Richie Aggarwal & Ompal Singh, 2019. "Using Weibull Distribution for Modeling Bimodal Diffusion Curves: A Naive Framework to Study Product Life Cycle," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(07), pages 1-17, November.
    5. Cruz-Cárdenas, Jorge & Zabelina, Ekaterina & Deyneka, Olga & Guadalupe-Lanas, Jorge & Velín-Fárez, Margarita, 2019. "Role of demographic factors, attitudes toward technology, and cultural values in the prediction of technology-based consumer behaviors: A study in developing and emerging countries," Technological Forecasting and Social Change, Elsevier, vol. 149(C).
    6. Akeem Soladoye Bakare & Acheampong Owusu & Daha Tijjani Abdurrahaman, 2017. "The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1353231-135, January.
    7. Miriam Martens & Oliver Roll & Roger Elliott, 2017. "Testing the Technology Readiness and Acceptance Model for Mobile Payments Across Germany and South Africa," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 14(06), pages 1-19, December.

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