Does Within-Culture Variation Matter? An Empirical Study of Computer Usage

@article{Srite2008DoesWV,
  title={Does Within-Culture Variation Matter? An Empirical Study of Computer Usage},
  author={Mark Srite and Jason Bennett Thatcher and Edith Galy},
  journal={JGIM},
  year={2008},
  volume={16},
  pages={1-25}
}
This article examines within-culture variance in the influence of values on perceptions and use of information technology (IT). Based on cross-cultural research, we suggest that cultural values influence technology acceptance and use. Specifically, we argue that masculinity/femininity and individualism/collectivism directly influence personal innovativeness with IT, computer anxiety, and computer self-efficacy, and have a mediated effect on perceived usefulness, perceived ease of use, and use… CONTINUE READING
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