Structural Equation Model of Relationship between Cultural Values and Cognitive Beliefs withI use among under Graduate Students of Allameh Tabatabai University

Document Type : Research Paper

Author

Assistant Professor of Communication, Islamic Azad University

Abstract

This study was conducted with the aim of testing the technology acceptance model and the impact of Hofstede cultural values (masculinity/femininity, uncertainty avoidance, individualism/collectivism, and power distance) on Internet technology acceptance among the students at the University of Allameh Tabatabai using the structural equation modeling approach. among these students, 275 were sampled, using random categorical sampling method. Research results suggested that masculinity/femininity cultural values have a positive impact on variables of the technology acceptance model (perceived usefulness and perceived ease of use). The effect of uncertainty avoidance on these variables was also negative. The impact of power distance on perceived usefulness was also negative and significant. Fitting indices of the model indicated that the theoretical model put forward befit the data collected. Research results and implications were discussed too.

References

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