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

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Keywords Culture, Diffusion, Individual use, MIM, Mobile communication, Mobile Instant Messaging
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Journal International Journal of Mobile Communications
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