INTEGRATING NATIONAL CULTURE INTOINDIVIDUAL IS ADOPTION RESEARCH:THE NEED FOR INDIVIDUAL LEVEL MEASURES

摘要

Cross cultural IS Research is beginning to mature, however, much is left to do. This research-in-progress paperrnreviews the most popular conceptualization of National Culture and offers suggestions for improvements inrnmeasurement. While Hofstede’s measures, consisting of uncertainty avoidance, power distance, masculinity/rnfemininity, and individualism/collectivism, are still widely used in many disciplines, there are no guaranteesrnthat the measures still hold after over 30 years. Indeed, some evidence is presented that indicates that shiftsrnmight have occurred. Also, the constructs are measured at the national level, which cannot be used inrnindividual models of behavior or technology acceptance. Data currently being analyzed will be presented atrnthe conference, describing what are likely to be more appropriate measures for IS models.