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, Seigyoung
N1 - Publisher Copyright:
© 2014, American Marketing Association.
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
U2 - 10.1509/jim.14.0065
DO - 10.1509/jim.14.0065
M3 - Article
AN - SCOPUS:84912079461
SN - 1069-031X
VL - 22
SP - 68
EP - 93
JO - Journal of International Marketing
JF - Journal of International Marketing
IS - 3
ER -