Acculturation to the Global Culture as Moderator to Subjective Norm and Internet Adoption

Internet adoption is seen as a prerequisite to the diffusion of eCommerce. Underdeveloped online markets exist in the Middle East. However, there is a scarcity of knowledge related to these markets [1]. This paper complements the work of Stafford et al. [1] by reporting on the results of a study on Internet adoption in two urban social communities in Jordan. We examine the effects of the phenomenon of globalization on Internet adoption. Results indicate that the Acculturation to the Global Culture moderates the relationship between subjective norm and Internet adoption with perceived ease of use and perceived usefulness playing their well known roles.

• Type: Conference
• Year: 2009
• Where: HICSS
• Authors: Reem Ayouby, Anne-Marie Croteau
• Keywords: Biometrics, HICSS 2009, Internet Adoption, System Sciences, Underdeveloped Online Markets, Urban Social Communities