The effect of national culture dimensions on the acceptance of information and technology: A trait based approach

This thesis tests the moderating effects of national culture dimensions on relationships in the technology acceptance model (TAM). The thesis posits that there will be stronger relationships between these TAM constructs based on whether a person scores high or low on the cultural dimensions.; The data for the study were collected through a field study with students at several universities around the world. The results of the data analysis revealed that there are stronger relationships between the TAM variables between those scoring high and low on each of the cultural dimensions. However, not all differences were in the predicted direction.; The result of this study provides empirical evidence that the cultural orientation of people can make a difference in technology adoption decisions. No longer should researchers make assumptions about a persons orientation based on which country s/he is from, but rather assess the orientation using an individual level measure of culture.