A cross-cultural study on the mobile commerce acceptance model

This study identifies the cultural influences to the adoption of mobile commerce from the cases of Taiwan and Malaysia. Using Hofstede´s five cultural dimensions as modulators on the TAM, this study finds that uncertainty avoidance, individualism, and long-term orientation of two countries have significant influences on the perceived usefulness and the perceived ease of use to the adoption intention of mobile commerce. Contrarily, power distance and masculinity have different effects between Taiwan and Malaysia. Therefore, the results not only supplement to TAM but also give strategic implications to mobile operators for global expansion.