试议AcceptanceScienceandTechnologyAcceptanceModelInvolvedbyNationalCulture：Astudyo
最后更新时间：2024-02-29
作者：用户投稿
本站原创
点赞:7924
浏览:22288
本站原创
点赞:7924
浏览:22288
论文导读：delII；NationalCultureDimension；Smartphones1.TechnologyAcceptanceBehiorsSomescholarsheresearch源于：论文格式排版www.7ctime.comedontheoriesofconsumers’Technologyacceptancebehiors.Forinstance，theyhestudiedthestandardsoreffectsthatwillinfluenceconsumers’
Abstract： This paper compares the Technology Acceptance Model II and National culture dimension proposed by Hofstede. Studying on artphones， this paper aims to establish the technology acceptance model for consumers and to explore how national culture influence consumers’ acceptance behiors and the intention of usage. The empirical results show that： the relationship between subjective norms and behioral intentions is positively influenced by "individuali"； the relationship between perceived usefulness and usage intention is positively influenced by "Masculinity"； the relationship between subjective norms and behioral intentions is positively influenced by "uncertain oidance".
Key words： Technology Acceptance Model II； National Culture Dimension； Smartphones
ed on theories of consumers’ Technology acceptance behiors. For instance， they he studied the standards or effects that will influence consumers’ usage or purchase of new mobile technology.
cceptance Model improved by Venkatesh & Dis （2000） was TAMII. TAMII proposed that “social influence process” and “cognitive tool to process” are the two main variables influencing consumers’ “perceived usefulness” . The social influence process refers to the overall environment of the community， which can positively influence the attitude and intention of the use of new technology. The three main variables are subjective norms， voluntary and figure. Cognitive tool to process refers to the correlation and support between consumers’ usage of the new technology and their work， which can positively influence the attitude and intention of the use of new technology. The three main variables are job relevance， output quality， result certainty and experience. Among these， subjective norms refers to the person who is thought important around by the user， which influences the degree of users’ information system. Figure refers to the degree that the user thought can improve his own social position when he’s using the information system. Job relevance refers to the contribution to his work when he’s using the information system. Output quality refers to the degree of the good result when he’s using the information system. Result certainty refers to the certainty of the result. The model is shown in Figure
ali， Masculinity， uncertain oidance and long term orientation [3]. These five dimensions almost cover the dimensions or domains related to culture or cultural value， which can be the reference to scholars’ later studies. Thus， the theory of this study is based on Hofstede’s National Culture Dimension.
①Power distance is referred to the accepted degree of the phenomenon that power distribution inequality. ②Individuali is referred to the degree that one being in a group. That’s the difference between the social members and him， emphasizing himself and pursuing self-interest consciousness. ③Masculinity is referred to the measurement to the sexual differences on physical life. ④Uncertain oidance is referred to the degree of oidance when people are facing uncertain situations. ⑤Long term orientation is referred to the degree of the level of emphasis of people’s attitude to time in one nation.
on； we tested the internal reliability of the items of each dimension. The results are shown in Table 1.
Table 1 Dimension Validity Cronbach's α Value
From the figure above， the dimension value is between 0.535 and 0.919. However， the lowest reliability reference value of Nunnally （1978） is between 0.50 and 0.60. Thus it could show the consistency of questionnaire items. Cronbach's ？ Value of long term orientation is 0.442. Based on the previous researches， long term orientation always has a good reliability. Concerning cultural dimensions is the important index in this study， and culture is the important measurement in this study. Moreover， the empirical lack of influence of cult源于：毕业论文致谢www.7ctime.com
ure can be used as the academic reference. Concerning these reasons， we would remain long term orientation for subsequent analysis.3.
In this study， if the load factor of the items is less than 0.5， it would be rejected from the data in later data analysis. After the analysis of validity， we still use SPSS to make the “factor analysis”， as shown in table 4. According to Tabachnica & Fidell’s （2007） opinion， when the load factor is more than 0.71，it shows that the factor would explain 50% of observed variables， which is in an ideal state. If the load factor is less than 0.32， it shows that the factor would not explain even if 50% of observed variables， which isn’t in an ideal state. Thus it would be rejected. This study would reject the items in formal survey to improve the reliability. Table 2 shows the total variables and number of the rejected.
Table 2 Total Variables and Number of the Rejected of each Dimension
tion analysis between the two variables is significant. If r value ≥ 0.8 is highly correlated， will produce errors， r value moderate correlation between the range 0.5-0.7， is easy to produce a deviation （Johnston， 1984）， the r value of 0.4 or less， compared with low correlation. By this study， it is clear that the low correlation between the two the two variables， which can prove to the various dimensions collinearity deviation mostly ignore the result of research error. To enhance the value of research. Since the analysis focused than this study， not go into detail here.
We analyzed that whether there is a significant difference between the two variables. If r ≥0.8， it shows that there is a high relation and it must make some errors.
In Model two， we test the direct effect of subjective norms， perceived usefulness and perceived ease of use （the independent variables） on the consumers’ intention of usage（the dependent variables）. Results are as follows. In the effect of subjective norms， perceived usefulness and perceived ease of use on the intention of usage， the explanatory power is 46.8%， it has achieve very significant levels. In t论文导读：heeffectofsubjectivenorms，perceivedusefulnessandperceivedeaseofuseontheintentionofusage，theresultshowapositivesignificantinfluence.源于：论文网站www.7ctime.com源于：论文格式排版www.7ctime.com上一页123456
he effect of subjective norms， perceived usefulness and perceived ease of use on the intention of usage， the result show a positive significant influence.源于：论文网站www.7ctime.com
源于：论文格式排版www.7ctime.com
Abstract： This paper compares the Technology Acceptance Model II and National culture dimension proposed by Hofstede. Studying on artphones， this paper aims to establish the technology acceptance model for consumers and to explore how national culture influence consumers’ acceptance behiors and the intention of usage. The empirical results show that： the relationship between subjective norms and behioral intentions is positively influenced by "individuali"； the relationship between perceived usefulness and usage intention is positively influenced by "Masculinity"； the relationship between subjective norms and behioral intentions is positively influenced by "uncertain oidance".
Key words： Technology Acceptance Model II； National Culture Dimension； Smartphones
1. Technology Acceptance Behiors
Some scholars he research源于：论文格式排版www.7ctime.comed on theories of consumers’ Technology acceptance behiors. For instance， they he studied the standards or effects that will influence consumers’ usage or purchase of new mobile technology.
1.1 Theory of Planned Behioral Control
Ajzen （1985） realized the disadvantages of theory of reasoned action. Combining with the actual situation， he extended and developed the theory of planned behior model. The theory of rational behior model is improved to some extent. In addition to considering the personal behior and attitude "and" subjective norms "， "perceived behioral control " was also included in the model. Perceived behioral control is influenced by Control beliefs and perception. Individual perception will affect the level of an act， and also could be influenced by personal experience or predict the effect of an act .1.2 Technology Acceptance Model
The new Technology A论文导读：ndvalueorientationamongmembersoftransnationalenterprisesindifferentcountries.Hemadethenationastheanalysisunitandconcludedfiveculturaldimensions：powerdistance，individu上一页123456下一页cceptance Model improved by Venkatesh & Dis （2000） was TAMII. TAMII proposed that “social influence process” and “cognitive tool to process” are the two main variables influencing consumers’ “perceived usefulness” . The social influence process refers to the overall environment of the community， which can positively influence the attitude and intention of the use of new technology. The three main variables are subjective norms， voluntary and figure. Cognitive tool to process refers to the correlation and support between consumers’ usage of the new technology and their work， which can positively influence the attitude and intention of the use of new technology. The three main variables are job relevance， output quality， result certainty and experience. Among these， subjective norms refers to the person who is thought important around by the user， which influences the degree of users’ information system. Figure refers to the degree that the user thought can improve his own social position when he’s using the information system. Job relevance refers to the contribution to his work when he’s using the information system. Output quality refers to the degree of the good result when he’s using the information system. Result certainty refers to the certainty of the result. The model is shown in Figure
1.Figure 1 Technology Acceptance Model
2. National Culture Dimension
Culture is the standard of human life and behiors. Different races he different cultural characteristics， thus there are different culture. Hofstede made a survey of employee attitudes and value orientation among members of transnational enterprises in different countries. He made the nation as the analysis unit and concluded five cultural dimensions： power distance， individu论文导读：ogy.Andthenationalculturereferstocommoncombinationofcharacteristicsbetweengroups.Thus，differentnationalculturemayhedifferentacceptanceontechnology.ThisstudyisbasedonTAMIIandusesHofstede’ivenationalculturedimensionsastheinterventionalvariablestoexplorethali， Masculinity， uncertain oidance and long term orientation [3]. These five dimensions almost cover the dimensions or domains related to culture or cultural value， which can be the reference to scholars’ later studies. Thus， the theory of this study is based on Hofstede’s National Culture Dimension.
①Power distance is referred to the accepted degree of the phenomenon that power distribution inequality. ②Individuali is referred to the degree that one being in a group. That’s the difference between the social members and him， emphasizing himself and pursuing self-interest consciousness. ③Masculinity is referred to the measurement to the sexual differences on physical life. ④Uncertain oidance is referred to the degree of oidance when people are facing uncertain situations. ⑤Long term orientation is referred to the degree of the level of emphasis of people’s attitude to time in one nation.
3. Establishing Research Model
TAM is to explain users’ acceptance of the new technology. And the national culture refers to common combination of characteristics between groups. Thus， different national culture may he different acceptance on technology. This study is based on TAMII and uses Hofstede’s five national culture dimensions as the interventional variables to explore the influence of the national culture on usage intention of art phone mobile technology.3.1 Research Model
Figure 2 Research Model in this Study3.2 Analysis of reliability and Validity
3.2.1 Analysis of reliability
To ensure that all levels and asked the final collection of information consistent with the first measurements and expert opinion， the degree of internal consistency test. In order to ensure the items of each dimension collected via the survey is consistent with experts’ predicti论文导读：etotalvariablesandnumberoftherejected.Table2TotalVariablesandNumberoftheRejectedofeachDimension4.AnalysisoftheEmpiricalStudy4.1CorrelationAnalysisThecorrela上一页123456下一页on； we tested the internal reliability of the items of each dimension. The results are shown in Table 1.
Table 1 Dimension Validity Cronbach's α Value
From the figure above， the dimension value is between 0.535 and 0.919. However， the lowest reliability reference value of Nunnally （1978） is between 0.50 and 0.60. Thus it could show the consistency of questionnaire items. Cronbach's ？ Value of long term orientation is 0.442. Based on the previous researches， long term orientation always has a good reliability. Concerning cultural dimensions is the important index in this study， and culture is the important measurement in this study. Moreover， the empirical lack of influence of cult源于：毕业论文致谢www.7ctime.com
ure can be used as the academic reference. Concerning these reasons， we would remain long term orientation for subsequent analysis.3.
2.2 Analysis o源于：论文的基本格式www.7ctime.com
f ValidityIn this study， if the load factor of the items is less than 0.5， it would be rejected from the data in later data analysis. After the analysis of validity， we still use SPSS to make the “factor analysis”， as shown in table 4. According to Tabachnica & Fidell’s （2007） opinion， when the load factor is more than 0.71，it shows that the factor would explain 50% of observed variables， which is in an ideal state. If the load factor is less than 0.32， it shows that the factor would not explain even if 50% of observed variables， which isn’t in an ideal state. Thus it would be rejected. This study would reject the items in formal survey to improve the reliability. Table 2 shows the total variables and number of the rejected.
Table 2 Total Variables and Number of the Rejected of each Dimension
4. Analysis of the Empirical Study
4.1 Correlation Analysis
The correla论文导读：ionscollinearitydeviationmostlyignoretheresultofresearcherror.Toenhancethevalueofresearch.Sincetheanalysiocusedthanthisstudy，notgointodetailhere.Weanalyzedthatwhetherthereisasignificantdifferencebetweenthetwovariables.Ifr≥0.8，itshowsthatthereisation analysis between the two variables is significant. If r value ≥ 0.8 is highly correlated， will produce errors， r value moderate correlation between the range 0.5-0.7， is easy to produce a deviation （Johnston， 1984）， the r value of 0.4 or less， compared with low correlation. By this study， it is clear that the low correlation between the two the two variables， which can prove to the various dimensions collinearity deviation mostly ignore the result of research error. To enhance the value of research. Since the analysis focused than this study， not go into detail here.
We analyzed that whether there is a significant difference between the two variables. If r ≥0.8， it shows that there is a high relation and it must make some errors.
4.2 Correlation Test
4.2.1 Predictive validity test
In this part， we mainly explore two models. Model one subjective norms， and perceived ease of use （independent variable） and Perceived usefulness （the dependent variable） for the user to use a art phone to explore （Direct effect prediction of hypothesis 2 and hypothesis3） the direct effect of the relationship， the results shown in the following table， subjective norms， and perceived ease of use perceived usefulness explanatory power of 28.8% and reach a significant level. subjective norms， and perceived ease of use Perceived usefulness， both he a positive and significant impact.In Model two， we test the direct effect of subjective norms， perceived usefulness and perceived ease of use （the independent variables） on the consumers’ intention of usage（the dependent variables）. Results are as follows. In the effect of subjective norms， perceived usefulness and perceived ease of use on the intention of usage， the explanatory power is 46.8%， it has achieve very significant levels. In t论文导读：heeffectofsubjectivenorms，perceivedusefulnessandperceivedeaseofuseontheintentionofusage，theresultshowapositivesignificantinfluence.源于：论文网站www.7ctime.com源于：论文格式排版www.7ctime.com上一页123456
he effect of subjective norms， perceived usefulness and perceived ease of use on the intention of usage， the result show a positive significant influence.源于：论文网站www.7ctime.com
源于：论文格式排版www.7ctime.com