Self-construal's role in mobile TV acceptance: Extension of TAM across cultures

This research investigates the effects of cultural differences (individualism vs. collectivism) on the acceptance of mobile TV by identifying self-construal (independent vs. interdependent) as a possible antecedent of the Technology Acceptance Model (TAM). Surveying 817 university students in Korea and the United States, the study found that TAM is consistently stable across countries, and that individual-level cultural orientation had significant effects on the model as a direct antecedent of TAM. However, the relationships between self-construal and TAM variables were rather mixed. As hypothesized, interdependence was more important for Koreans' subjective norms and perceived usefulness, whereas independence was more important for Americans' subjective norms. Unexpectedly, however, the direction was reversed in the case of perceived ease of use. Moderating effects of country culture appeared also in the relative effects of perceived ease of use and perceived usefulness on attitude. Perceived ease of use was more important for attitude in the US, while perceived usefulness mattered more in Korea. By adding self-construal as an antecedent variable, the study effectively explains how users' individual value orientation shapes TAM. This approach can provide deeper understanding into the adoption of new technology and suggest to marketers better strategies for directly dealing with consumer characteristics in promoting mobile TV technology.