Mobile Commerce Adoption Study From The Perspective Of Individual Level Culture

In the factors of impact for the acceptance of m-commerce, cultural is very important. Cultural shapes the perception of the users to communication technology, and has great implication to the users whether to accept it or not. But there are few studies on the culture how to affect the acceptance of m-commerce. Although many researchers expatiate on the culture problem in the field of information system, most of these researches make the national culture or organizational culture equivalent to culture, and the study of these hypotheses also has some misleading aspects. So we can say that cultural differences exist not only between countries but also within countries' different groups and individuals. And people gradually perceive that individual culture is one of the important factors to affect consumers' adoption.This article defines culture on individual level, and divides it into three roles according to the m-commerce users' different adoption intents, including network members, technology users and consumers. Meanwhile this article puts forward a model of m-commerce adoption based on the individual level culture. Uncertainty avoidance, individualism-collectivism, context and time perception are introduced in the model as decided variable and moderating variable, and puts forward relative research hypothesis, discusses the culture' effect to m-commerce acceptance as the decided variable and moderating variable.This article adopts research method to collect data and exploit measure questionnaire, and collaborate with consultation company to put out in the nationwide. At last we reclaim 837 valid questionnaires. We adopt SEM to verify the model. The study result shows that when culture factor is introduced as decided variable, context and time perception has great positive effect on perception, and affects acceptance. Uncertainty avoidance, individualism-collectivism on individual innovation ability is insignificant. While the effect of Uncertainty avoidance, individualism-collectivism on the moderating role Prescriptive to acceptance intent is significant.The purpose of this article is that we want to spur m-commerce provider service to adjust strategy to make many users to adopt m-commerce, which advances the development of m-commerce through studying on the culture factor how to affect m-commerce adoption...