The Internatoinal Comparison of Cultural Effect on the Adoption of Mobile Commerce

• Main Authors: Ruei-Yan Chung, 鍾瑞烟
• Other Authors: 洪嘉良
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/53090289835238778878

碩士 === 國立暨南國際大學 === 資訊管理學系 === 97 === Mobile phones have been being used widely all over the world, but the development of mobile commerce is not still widespread until now. Under this premise, this research focuses mainly on the differences of the adoption of mobile commerce from country to country with regard to cultures. This research adopts the technology acceptance model proposed by Davis (1989), the main variables—perceived usefulness and perceived ease of use—to test the influence on the adoption of mobile commerce. The five cultural dimensions—power distance, individualism, uncertainty avoidance, masculinity, and long-term orientation proposed by Hofstede (2001)—function as the moderators to study the influence of perceived usefulness and perceived ease of use on the adoption of mobile commerce under the cultural dimensions of different four nations, including Taiwan, Hong Kong, Malaysia, and Indonesia. The results indicate that, in Taiwan, the first relationship between perceived usefulness and behavioral intention (1) is moderated by uncertainty avoidance, individualism, and masculinity. On the other hand, the second relationship between perceived ease of use and behavioral intention (2) is by power distance, uncertainty avoidance, and individualism. In Hong Kong, (1) is influenced by power distance, uncertainty avoidance and individualism and (2) is by the power distance, uncertainty avoidance, and masculinity. In Malaysia, (2) is affected by the power distance and masculinity alone. In Indonesia, (1) is moderated by uncertainty avoidance, individualism, masculinity and long-term orientation and (2) is by the power distance, and long-term orientation. The above-mentioned results find that the adoption of mobile commerce is influenced by local cultural style. When mobile vendors develop the mobile strategies, the factor of cultural characteristics is mainly worthy of considering.