Culture-Technology Fit: Effects of Cultural Characteristics on the Post-Adoption Beliefs of Mobile Internet Users

Authors:
Inseong Lee;Boreum Choi;Jinwoo Kim;Se-Joon Hong
Affiliations:
Human-Computer Interaction Laboratory, Yonsei University, Korea;Tepper School of Business, Carnegie Mellon University;School of Business, Yonsei University, Korea;Business School, Korea University
Venue:
International Journal of Electronic Commerce
Year:
2007

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Abstract

Little is known about how culture affects users' perceptions and beliefs after they have adopted an information technology (IT). This study constructed and verified a research model, based on interaction theory and the cultural lens model, that focuses on the relationship between users' cultural profiles and post-adoption beliefs in the context of the mobile Internet. The results of large-scale on-line surveys in Korea, Hong Kong, and Taiwan indicate that four cultural factors-uncertainty avoidance, individualism, contextuality, and time perception-have a significant influence on users' post-adoption perceptions of mobile Internet services.