The moderating effect of espoused cultural dimensions on consumer's intention to use mobile payment devices

Abstract

Prior research in cross-cultural studies in technology adoption has mainly focused on national cultural level and conducted in western countries. This paper examines the impact of espoused national cultural values on consumer's intention to use mobile payment devices using the UTAUT and Hofstede's cultural dimensions as the basis for the research framework. The moderating effect of espoused uncertainty avoidance, espoused power distance, espoused collectivism, and espoused masculinity were examined. A Structural Equation Model using a convenience sample from Qatar population was used to test the model. Performance expectancy, social influence, and perceived information security have direct significant effects on consumer's behavioral intention to use the MPD. The espoused national cultural values of uncertainty avoidance, masculinity, and collectivism have moderating effects on the hypothesized relationships. For example, social influence is a stronger predictor of consumer's intention for individuals who espouse collectivism cultural values.