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An investigation of culture’s influence on new technology adoption: the case of mobile payment

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Schoefer, K., Wäppling, A., Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 and Blut, M. (2025) An investigation of culture’s influence on new technology adoption: the case of mobile payment. International Marketing Review, 42 (2-3). pp. 283-308. ISSN 0265-1335 doi: 10.1108/IMR-09-2023-0223

Abstract/Summary

Building on the unified theory of acceptance and use of technology (UTAUT), this study examines how five individual-level cultural orientations influence mobile payment adoption. Direct versus moderating effects theoretical models of cultural value orientations are compared to elucidate how culture shapes consumers’ beliefs and behavior.

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Item Type Article
URI https://centaur.reading.ac.uk/id/eprint/128091
Identification Number/DOI 10.1108/IMR-09-2023-0223
Refereed Yes
Divisions Henley Business School > Digitalisation, Marketing and Entrepreneurship
Publisher Emerald
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