... will extend upon other cultures high in uncertainty avoidance. Originality/value This research will shed some light on an area of marketing that has been previously under-researched: form-based design in global innovation diffusion focusing on Asian countries and provide a more systematic approach...

... applications could be a failure in communicating a clear benefit to potential users. According to the innovation diffusion theory (IDT), users are only willing to accept innovations if those innovations provide a unique advantage compared to existing solutions (Rogers, 1995). In the context of TAM, this view...