A study of Mobile Instant Messaging adoption: within-culture variation
by Zhenhua Liu, Qingfei Min, Shaobo Ji
International Journal of Mobile Communications (IJMC), Vol. 9, No. 3, 2011

Abstract: This paper examines how national culture values influence technology adoption at individual level, within-culture, in case of Mobile Instant Messaging (MIM) adoption. Four cultural dimensions were examined: uncertainty avoidance, collectivism, high/low context and time perception. On the basis of 837 samples, data analysis shows that uncertainty avoidance and collectivism moderate the relationship between individual's subjective norm and behavioural intention; uncertainty avoidance positively affects individual's innovativeness; context and time perception affect Perceived Usefulness (PU) and have no effect on the relationship between Perceived Enjoyment (PE) and intention. Implications of these findings are discussed.

Online publication date: Tue, 07-Jun-2011

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