Smart collaboration in global virtual teams: The influence of culture on technology acceptance and communication effectiveness

Abstract

Teams are beginning to rely on smart communication technology that is enhanced by Artificial Intelligence (AI). Yet, we lack understanding of how these smart communication technologies (SCT) influence team collaboration, especially in global virtual teams (GVT). This study empirically investigates how cultural values and practices influence the acceptance of SCT and how the use of this technology impacts communication effectiveness in GVT. We surveyed 643 members of 109 GVT before and after using the SCT. Results showed that team members from individualistic, future oriented cultures generally had more positive expectations towards the performance and enjoyment of using the technology. Uncertainty avoidance increased effort expectancy. After using SCT for communicating in the GVT, most differences disappeared. Regarding communication effectiveness, SCT had a positive influence, which was stronger for performance and future oriented cultures.