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

Inseong Lee, Boreum Choi, Jinwoo Kim, and Se-Joon Hong
International Journal of Electronic Commerce,
Volume 11, Number 4, Summer 2007, pp. 11.

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.

Key Words and Phrases: Cultural lens, culture, culture-technology fit, interaction theory, mobile Internet, post-adoption, technology adoption.