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This chapter introduces national culture as a possible factor accounting for the differences in information technology adoption and use between countries. Based upon culture theory and the technology acceptance model (TAM), the author offers a conceptual model aiming at better understanding IT acceptance across countries of different cultures. It has been argued that six value dimensions—individualism/collectivism, power distance, uncertainty avoidance, masculinity/ femininity, high/low context, and polychronism/ monochronism—act as moderators of the TAM relationships. Furthermore, the author aims at helping IT designers and IT managers all over the world to understand why certain national cultural values may be congruent or not with the IT to be designed or implemented.
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