Please use this identifier to cite or link to this item:
Title: The influence of national culture on the attitude towards mobile recommender systems
Authors: Choi, JW
Lee, HJ
Sajjad, F
Lee, H
Keywords: Mobile recommender system;Theory of reasoned action;User attitude;Cross-cultural research
Issue Date: 2014
Publisher: Elsevier
Citation: Technological Forecasting and Social Change, 86, 65-79, 2014
Abstract: This study aimed to identify factors that influence user attitudes towards mobile recommender systems and to examine how these factors interact with cultural values to affect attitudes towards this technology. Based on the theory of reasoned action, belief factors for mobile recommender systems are identified in three dimensions: functional, contextual, and social. Hypotheses explaining different impacts of cultural values on the factors affecting attitudes were also proposed. The research model was tested based on data collected in China, South Korea, and the United Kingdom. Findings indicate that functional and social factors have significant impacts on user attitudes towards mobile recommender systems. The relationships between belief factors and attitudes are moderated by two cultural values: collectivism and uncertainty avoidance. The theoretical and practical implications of applying theory of reasoned action and innovation diffusion theory to explain the adoption of new technologies in societies with different cultures are also discussed.
Description: This is the post-print version of the final paper published in Technological Forecasting and Social Change. The published article is available from the link below. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. Copyright @ 2013 Elsevier B.V.
ISSN: 0040-1625
Appears in Collections:Business and Management
Brunel Business School Research Papers

Files in This Item:
File Description SizeFormat 
Fulltext.pdf1.06 MBAdobe PDFView/Open

Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.