The impact of cultural differences on technology adoption |
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| Authors: | Sang-Gun Lee Silvana Trimi Changsoo Kim |
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| Institution: | 1. School of Journalism and Mass Communication, Texas State University-San Marcos, 601 University Drive, Old Main 230C, San Marcos, TX 78666, United States;2. Anisfield School of Business, Ramapo College of New Jersey, 505 Ramapo Valley Road, Mahwah, NJ 07430, United States;1. Department of Industrial Economics and Technology Management, Norwegian University of Science and Technology (NTNU), 7491 Trondheim, Norway;2. CentER, Department of Econometrics and Operations Research, Tilburg University, P.O. Box 90153, 5000 LE Tilburg, The Netherlands;3. ASML Netherlands B.V., P.O. Box 324, 5500 AH Veldhoven, The Netherlands;4. CEMAT, Instituto Superior Técnico, Universidade de Lisboa, Av. Rovisco Pais, 1049–001 Lisboa, Portugal |
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| Abstract: | This study examines the impact of Type I and Type II cultural differences on mobile phone adoption patterns. We use Hofstede's cultural dimensions to examine cultural differences of two countries (Type I: the U.S.; Type II: S. Korea) and employ the Bass diffusion model to delineate innovation and imitation effects on mobile phone adoption. The results show that in Type I culture innovation factor has a significantly higher level of effect on adoption than it does in Type II culture; and in Type II culture imitation factor has a higher degree of effect on adoption than it does in Type I culture. These findings imply that in individualistic cultures, people tend to seek information on their own from direct and formal sources, whereas in collectivistic cultures, people rely more on subjective evaluation of an innovation, conveyed from other-like-minded individuals who already have adopted the innovation. |
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