National culture and national adoption and use of mobile telephony

Abstract

The study investigates the effects of national culture on the five-year adoption growth rates of mobile telephones using both Hall's cultural classifications and Hofstede's multicultural framework. Results indicate that polychronic cultures are more conducive to the adoption of mobile telephones, as hypothesised. Individualism and uncertainty avoidance were also found to be negatively related to mobile adoption growth rates. Findings from the study provide insights into the role of national culture in explaining differences in the adoption rates and will help global marketers formulate more effective marketing and communication strategies by accommodating for cultural influences during the adoption/diffusion process.

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