Within-Culture Variation and Information Technology

This study examines within-culture variance in the influence of values on perceptions and use of information technology (IT). Based on cross-cultural research, the authors suggest cultural values influence technology acceptance and use. Specifically, this chapter argues 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 of IT. Overall, analysis provides support for the research model. Results suggest masculinity/femininity influences computer self-efficacy, computer anxiety, and personal innovativeness with IT. The authors also offer implications for research and practice.