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Full-Text Articles in Business
Africa Meets America: The Impact Of Collectivism And Individualism On Attitude Towards Shopping, Charles Blankson, Thuy Nguyen, Esi A. Elliot, Sayed Abbas Ahmed, Pumela Msweli
Africa Meets America: The Impact Of Collectivism And Individualism On Attitude Towards Shopping, Charles Blankson, Thuy Nguyen, Esi A. Elliot, Sayed Abbas Ahmed, Pumela Msweli
International Business and Entrepreneurship Faculty Publications and Presentations
The adoption of marketing strategy does not occur in cultural vacuums. Instead, marketing strategies unfold within social contexts that encode values, beliefs, and patterns of behavior. The increasingly inter-dependent global economy results in the acculturation of tensions between global and local consumer cultures. This dynamism however offers new opportunities for international firms to redefine and reevaluate their glocal (global/local) marketing strategies. Relying on Triandis cultural dimensions, this research contributes to international marketing literature by answering two key research questions, namely, what are the differences between African (Ghanaian) and American consumers’ cultural characteristics? and how do the cultural differences explain attitude …
Does Within-Culture Variation Matter? An Empirical Study Of Computer Usage, Mark Srite, Jason Bennett Thatcher, Edith Galy
Does Within-Culture Variation Matter? An Empirical Study Of Computer Usage, Mark Srite, Jason Bennett Thatcher, Edith Galy
International Business and Entrepreneurship Faculty Publications and Presentations
This article examines within-culture variance in the influence of values on perceptions and use of information technology (IT). Based on cross-cultural research, we suggest that cultural values influence technology acceptance and use. Specifically, we argue that masculinity/femininity and individualism/collectivism directly influence personal innovativeness with IT, computer anxiety, and computer self-efficacy, and have a mediated effect on perceived usefulness, perceived ease of use, and use of IT. Overall, analysis provides support for the research model. Our results suggest that masculinity/femininity influences computer selfefficacy, computer anxiety, and personal innovativeness with IT. We also offer implications for research and practice.