The influence of national culture on the attitude towards mobile recommender systems

Abstract

This study aimed to identify factors that influence user attitudes towards mobile recommender systems and to examine how these factors interact with cultural values to affect attitudes towards this technology. Based on the theory of reasoned action, belief factors for mobile recommender systems are identified in three dimensions: functional, contextual, and social. Hypotheses explaining different impacts of cultural values on the factors affecting attitudes were also proposed. The research model was tested based on data collected in China, South Korea, and the United Kingdom. Findings indicate that functional and social factors have significant impacts on user attitudes towards mobile recommender systems. The relationships between belief factors and attitudes are moderated by two cultural values: collectivism and uncertainty avoidance. The theoretical and practical implications of applying theory of reasoned action and innovation diffusion theory to explain the adoption of new technologies in societies with different cultures are also discussed. • We identify factors and cultural values that impact attitudes towards mobile recommender systems. • The cultural characteristics of users involve collectivism and uncertainty avoidance. • The research model is tested based on the data collected in China, South Korea, and the UK. • Functional and social factors have significant impacts on user attitudes towards MRSs. • The relationships between the factors and user attitudes differ according to the cultural values.