A study of Mobile Instant Messaging adoption: within-culture variation

作者：Liu, Zhenhua; Min, Qingfei; Ji, Shaobo^*

来源：International Journal of Mobile Communications, 2011, 9(3): 280-297.

• mobile communication
• MIM
• mobile instant messaging
• diffusion
• individual use
• culture

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.

• 出版日期2011
• 单位大连理工大学