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Culture and Acceptance of Global Web Sites: A Cross-Country Study of the Effects of National Cultural Values on Acceptance of a Personal Web Portal

机译：全球网站的文化和接受度：国家文化价值观对个人网站门户接受度影响的跨国研究

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E-businesses have experienced the challenges of developing global web sites that serve consumers with different national cultures. Researchers have studied the influence that national cultural values have on technology-related beliefs and behaviors, and have noted the need for further research on cultural issues. This study investigates the influence of national cultural values on acceptance of a personal web portal by users in China and the United States. Subjects from these two countries evaluated country-specific versions of a personal web portal designed to support the gathering of news, blogs, and other shared information and to provide communication features. The five national cultural dimensions of power distance, individualism/collectivism, masculinity/femininity, uncertainty avoidance, and time orientation were measured at the individual level to enable assessment of the influence from each cultural dimension on technology beliefs and adoption intentions. A research model integrating both moderating and direct effects of cultural values was proposed. Individualism and time orientation were found to influence perceived ease of use and perceived usefulness directly. No moderating cultural effects were significant. The results stress the importance of including the cultural value of time orientation in studies of technology acceptance and measuring cultural values at the individual level. Our findings suggest that e-businesses should continue to focus on the cultural congruency of global web sites and consider how personalization features may assist in pursuit of this congruency.
机译：电子商务已经经历了开发全球网站以服务具有不同民族文化的消费者的挑战。研究人员研究了国家文化价值观对与技术相关的信念和行为的影响，并指出有必要对文化问题进行进一步研究。这项研究调查了民族文化价值观对中美两国用户接受个人门户网站的影响。来自这两个国家的主题评估了个人门户网站的特定国家版本，该门户网站旨在支持新闻，博客和其他共享信息的收集并提供交流功能。在个人层面上对权力距离，个人主义/集体主义，男子气概/女性气质，避免不确定性和时间取向这五个国家文化维度进行了测量，以评估每种文化维度对技术信念和采用意图的影响。提出了整合文化价值的调节作用和直接作用的研究模型。发现个人主义和时间取向直接影响感知的易用性和感知的有用性。没有适度的文化影响是重大的。结果强调了在技术接受研究中包括时间取向的文化价值和在个人层面衡量文化价值的重要性。我们的发现表明，电子商务应该继续关注全球网站的文化一致性，并考虑个性化功能如何协助实现这种一致性。

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