The application of the technology acceptance model under different cultural contexts

The case of online shopping adoption

Abdul R. Ashraf, Narongsak Thongpapanl, Sei Auh

    Research output: Contribution to journalArticle

    79 Citations (Scopus)

    Abstract

    Global usage of the Internet has increased remarkably in the past few decades, thus necessitating a better understanding of e-commerce adoption across cultures. Against this backdrop, this study contributes to the existing technology adoption and acceptance literature in the following ways. First, the authors develop an extended technology acceptance model that incorporates trust and perceived behavioral control and examine it in settings outside the United States to better understand the adoption of e-commerce across cultures. Contrary to the authors' expectations, the predictive power of the technology acceptance model seems robust and holds true for both Pakistan and Canada, despite some noteworthy differences between the two cultures. Second, although the importance of perceived ease of use and perceived usefulness on consumers' intentions to shop online was validated across both cultures, the results highlight the complex relationships between perceived ease of use, perceived usefulness, and intention to adopt in each country. The authors offer suggestions to technology managers and e-retailers regarding navigating through new technology and ecommerce adoption under various cultural contexts.

    Original languageEnglish (US)
    Pages (from-to)68-93
    Number of pages26
    JournalJournal of International Marketing
    Volume22
    Issue number3
    StatePublished - 2014

    Fingerprint

    Online shopping
    Cultural context
    Technology acceptance model
    Technology adoption
    E-commerce adoption
    Perceived ease of use
    Perceived usefulness
    Predictive power
    Pakistan
    Managers
    Technology acceptance
    Canada
    Electronic commerce
    World Wide Web
    Perceived behavioral control
    Retailers

    Keywords

    • Early adoption stage
    • Online shopping adoption
    • Perceived ease of use
    • Perceived usefulness
    • Technology acceptance model

    ASJC Scopus subject areas

    • Business and International Management
    • Economics and Econometrics
    • Marketing

    Cite this

    The application of the technology acceptance model under different cultural contexts : The case of online shopping adoption. / Ashraf, Abdul R.; Thongpapanl, Narongsak; Auh, Sei.

    In: Journal of International Marketing, Vol. 22, No. 3, 2014, p. 68-93.

    Research output: Contribution to journalArticle

    @article{451308c59290452e8fa1d253a749aa55,
    title = "The application of the technology acceptance model under different cultural contexts: The case of online shopping adoption",
    abstract = "Global usage of the Internet has increased remarkably in the past few decades, thus necessitating a better understanding of e-commerce adoption across cultures. Against this backdrop, this study contributes to the existing technology adoption and acceptance literature in the following ways. First, the authors develop an extended technology acceptance model that incorporates trust and perceived behavioral control and examine it in settings outside the United States to better understand the adoption of e-commerce across cultures. Contrary to the authors' expectations, the predictive power of the technology acceptance model seems robust and holds true for both Pakistan and Canada, despite some noteworthy differences between the two cultures. Second, although the importance of perceived ease of use and perceived usefulness on consumers' intentions to shop online was validated across both cultures, the results highlight the complex relationships between perceived ease of use, perceived usefulness, and intention to adopt in each country. The authors offer suggestions to technology managers and e-retailers regarding navigating through new technology and ecommerce adoption under various cultural contexts.",
    keywords = "Early adoption stage, Online shopping adoption, Perceived ease of use, Perceived usefulness, Technology acceptance model",
    author = "Ashraf, {Abdul R.} and Narongsak Thongpapanl and Sei Auh",
    year = "2014",
    language = "English (US)",
    volume = "22",
    pages = "68--93",
    journal = "Journal of International Marketing",
    issn = "1069-031X",
    publisher = "American Marketing Association",
    number = "3",

    }

    TY - JOUR

    T1 - The application of the technology acceptance model under different cultural contexts

    T2 - The case of online shopping adoption

    AU - Ashraf, Abdul R.

    AU - Thongpapanl, Narongsak

    AU - Auh, Sei

    PY - 2014

    Y1 - 2014

    N2 - Global usage of the Internet has increased remarkably in the past few decades, thus necessitating a better understanding of e-commerce adoption across cultures. Against this backdrop, this study contributes to the existing technology adoption and acceptance literature in the following ways. First, the authors develop an extended technology acceptance model that incorporates trust and perceived behavioral control and examine it in settings outside the United States to better understand the adoption of e-commerce across cultures. Contrary to the authors' expectations, the predictive power of the technology acceptance model seems robust and holds true for both Pakistan and Canada, despite some noteworthy differences between the two cultures. Second, although the importance of perceived ease of use and perceived usefulness on consumers' intentions to shop online was validated across both cultures, the results highlight the complex relationships between perceived ease of use, perceived usefulness, and intention to adopt in each country. The authors offer suggestions to technology managers and e-retailers regarding navigating through new technology and ecommerce adoption under various cultural contexts.

    AB - Global usage of the Internet has increased remarkably in the past few decades, thus necessitating a better understanding of e-commerce adoption across cultures. Against this backdrop, this study contributes to the existing technology adoption and acceptance literature in the following ways. First, the authors develop an extended technology acceptance model that incorporates trust and perceived behavioral control and examine it in settings outside the United States to better understand the adoption of e-commerce across cultures. Contrary to the authors' expectations, the predictive power of the technology acceptance model seems robust and holds true for both Pakistan and Canada, despite some noteworthy differences between the two cultures. Second, although the importance of perceived ease of use and perceived usefulness on consumers' intentions to shop online was validated across both cultures, the results highlight the complex relationships between perceived ease of use, perceived usefulness, and intention to adopt in each country. The authors offer suggestions to technology managers and e-retailers regarding navigating through new technology and ecommerce adoption under various cultural contexts.

    KW - Early adoption stage

    KW - Online shopping adoption

    KW - Perceived ease of use

    KW - Perceived usefulness

    KW - Technology acceptance model

    UR - http://www.scopus.com/inward/record.url?scp=84912079461&partnerID=8YFLogxK

    UR - http://www.scopus.com/inward/citedby.url?scp=84912079461&partnerID=8YFLogxK

    M3 - Article

    VL - 22

    SP - 68

    EP - 93

    JO - Journal of International Marketing

    JF - Journal of International Marketing

    SN - 1069-031X

    IS - 3

    ER -