THE INFLUENCE OF INDIVIDUALISTIC ANDCOLLECTIVISTIC VALUES TO UTAUT: THE CASE OFTHE CHINESE EBAY

Individuals are more willing to accept an information system if they perceive that the system can be of value to them. Values are individual, motivational constructs that guide and set criteria to individual’s behaviour. The Unified Theory of Acceptance and Use of Technology (UTAUT) has been advanced on the basis of integrating eight technology-acceptance models. The objective of this research is to study the influence of the value dimensions on the UTAUT model. Accordingly, we first developed such an integrated model and then tested it in the context of the Chinese auction site Tao Bao. Our results suggest that individualistic and collectivistic values yield important influences on the constructs of the UTAUT. Implications for research and practices are then suggested based on the findings.

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