Integrating National Culture into Individual IS Adoption Research: The Need for Individual Level Measures

Abstract

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

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