The Effects of Individual-Level Culture on Mobile Commerce Adoption: An Empirical Study

As mobile commerce spreads across the globe, the effect of culture on user’ adoption has become an important issue. To date, however, little research has been conducted on the role of cultural factors play in the adoption of m-commerce services. This study defines culture on individual level and attains three roles (network members, technology users and consumers) out of m-commerce users with different adoption decisions. Therefore, a m-commerce adoption model based on individual-level cultural characteristics has been proposed. The four cultural dimensions representing individual-level culture (uncertainty avoidance, individualism/collectivism, context and time perception) are integrated into adoption model as moderators or independent variables in this study. A survey instrument is also developed for collecting data and empirically testing the proposed model.