International Technology Adoption: Behavior Structure, Demand Certainty and Culture

Investigates the behavior structure of technology adoption by using Davis′s (1986) Technology Acceptance Model (TAM). Explores the influence of culture and demand certainty on international technology adoption. Using structural equations to analyse the model, finds that attitude and behavioral intention to adopt technology depend on the perceived utilities of the technology and perceived ease of adoption. Finds that cultural affinity has a significant and positive influence on TAM through perceived ease of adoption. Results from the two‐group model reveal that, when demand is certain, the influence of culture is stronger and more positive than when demand is uncertain.