Culture and technology adoption (CTA) framework: Analyzing mobile phone users in China (Beijiing)

Abstract

Mobile phone technology development in international marketing means that technology developed for one culture can and will be used in other different cultures. This raises a question: How does culture influence technology adoption? This research uses interpretive approach and uses mixed research methods including questionnaire surveys and observation. Both qualitative and quantitative methods are used in this paper. This research focuses on mobile phone technology and examines the adoption by five different cohorts in Beijing (China). This research identifies limitations in the Technology Acceptance Theory (TAM) model, which does not consider cultural influence. This paper develops a framework of culture and technology adoption, which is called CTA. CTA aims to capture the traditional 'technology adoption' aspect and the 'cultural' aspect, thereby filling a gap between the TAM and cultural dimension by discussing mobile phone technology adoption in China.