This paper examines how national culture values influence technology adoption at individual level, within-culture, in case of Mobile Instant Messaging (MIM) adoption. Four cultural dimensions were examined: uncertainty avoidance, collectivism, high/low context and time perception. On the basis of 837 samples, data analysis shows that uncertainty avoidance and collectivism moderate the relationship between individual's subjective norm and behavioural intention; uncertainty avoidance positively affects individual's innovativeness; context and time perception affect Perceived Usefulness (PU) and have no effect on the relationship between Perceived Enjoyment (PE) and intention. Implications of these findings are discussed. Copyright

Culture, Diffusion, Individual use, MIM, Mobile communication, Mobile Instant Messaging
International Journal of Mobile Communications
Sprott School of Business

Liu, Z. (Zhenhua), Min, Q. (Qingfei), & Ji, S. (2011). A study of Mobile Instant Messaging adoption: Within-culture variation. International Journal of Mobile Communications, 9(3), 280–297. doi:10.1504/IJMC.2011.040607