Cultural Aspects for Technology Acceptance: Asian Perspectives and Research Techniques

This study continues previous research on the Technology Acceptance Model (TAM) (Davis, 1986) conducted in Australia (Evers & Day, 1997) by reporting findings from data collected in the Peoples’ Republic of China. This study extends the TAM model by introducing cultural preferences for interface design features. It finds a strong relationship between perceived usefulness and attitude of satisfaction as well as confirming many other relationships between the constructs in the extended TAM model. Secondly, it addresses an important issue in cross-cultural empirical research: the potential impact of administering surveys in respondents’ native languages rather than in the researchers’ own languages and finds that responses of a single culture (Chinese) differ between indigenous Chinese and ex-patriot Chinese.

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