Testing of the cross-cultural applicability of technology acceptance model : evidence from the PRC

Communication is an important part of organizational activities since employees in an organization need to communicate with each other and with external parties. In developed economies, computer-based communication technology (CMC), such as email, has successfully replaced traditional media as the cornerstone of office communication. However, CMC has not been used to the same extent in developing economics. Traditional communication channels still dominate in these countries with the People's Republic of China (PRC) no exception. Since technology acceptance theories have been developed in an individualistic, industrialized, western context, there is a pressing need to understand its generalizability to other cultures. It is the intent of this study to investigate user acceptance of email, a major CMC in an oriental cultural context, the PRC. The finding provides evidence on the applicability of Technology Acceptance Model (TAM) across cultures. Thus by investigating technology acceptance beliefs in a developing country with Chinese culture, the validity of TAM is enhanced. With an in-depth understanding of cross-cultural technology diffusion process and outcome, organizations will be in a better position to exploit the benefits of the new communication media, especially in culturally distinct non-western economies that are at the receiving end of technology transfer.