The Application of the Technology Acceptance Model under Different Cultural Contexts: The Case of Online Shopping Adoption
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- Abdul R. Ashraf
- Australian School of Business, University of New South Wales
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- Narongsak (Tek) Thongpapanl
- Product Innovation, Goodman School of Business, Brock University, and Research Fellow, Research Administration Center, Chiang Mai University
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- Seigyoung Auh
- Thunderbird School of Global Management
説明
<jats:p>Global usage of the Internet has increased remarkably in the past few decades, thus necessitating a better understanding of e-commerce adoption across cultures. Against this backdrop, this study contributes to the existing technology adoption and acceptance literature in the following ways. First, the authors develop an extended technology acceptance model that incorporates trust and perceived behavioral control and examine it in settings outside the United States to better understand the adoption of e-commerce across cultures. Contrary to the authors’ expectations, the predictive power of the technology acceptance model seems robust and holds true for both Pakistan and Canada, despite some noteworthy differences between the two cultures. Second, although the importance of perceived ease of use and perceived usefulness on consumers’ intentions to shop online was validated across both cultures, the results highlight the complex relationships between perceived ease of use, perceived usefulness, and intention to adopt in each country. The authors offer suggestions to technology managers and e-retailers regarding navigating through new technology and e-commerce adoption under various cultural contexts.</jats:p>
収録刊行物
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- Journal of International Marketing
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Journal of International Marketing 22 (3), 68-93, 2014-09
SAGE Publications