| Summary: | The purpose of this study is to explore the theory of mobile technology paradoxes in a cross-cultural context, by examining relationships between cultural dimensions, perceived mobile technology paradoxes, the enacted coping strategies and consumer loyalty. A two-stage study is designed. Focus groups are used to explore and validate mobile technology paradoxes in the UK and Taiwan, and a self-administered Web-based questionnaire is conducted in the two countries. The data from the questionnaire are analysed by using structure equation modelling. The present research validates the research model relating to cultural dimensions, technology paradoxes, coping strategies and consumer loyalty in the UK and Taiwan. In both the UK and Taiwan, the perceived Competence/Incompetence paradox (CMP), coping strategies (CS) and consumer loyalty (CL) are related. The UK has two unique relationships: between the perceived Empowerment/Enslavement paradox (EMP) and CL; and between the perceived Dependence/Independence paradox (DEP), CS and CL. Taiwan has five unique relationships, which are the impact of the Individualism/Collectivism (IDV) on the perceived Illusion/Disillusion paradox (ILP), which in turn has an impact on CL; the impact of uncertainty avoidance (UAI) on the perceived EMP; the impact of UAI on the perceived CMP; the mediating effect of CS on the relationship between the perceived CMP and CL; and finally, the impact of the perceived DEP on CL. The perceived CMP, linked to perceived efficiency and effectiveness, is the theme that most closely relates to CL in the mobile technology industry. Marketers in the UK and Taiwan should focus on developing features and applications that enable efficient and effective lifestyles for consumers. Marketing communication strategies should focus on explicitly demonstrating potential improvements in lifestyle. The perceived dependence, despite its negative attribute, also has a positive impact on consumer loyalty in both countries. Taiwanese consumers have significantly higher perceived dependence than their UK counterparts, and it cannot be explained by cultural dimensions. Further research is required on this aspect.
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