KAJIAN DIFUSI INOVASI KONVERGENSI MEDIA DI HARIAN PIKIRAN RAKYAT

Abstract

Research to date on information technology (IT) adoption has focused primarily on homogeneous single country samples. This study integrates the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) with Hofstede's (1980, 1983) Masculinity/Femininity (MAS-FEM) work value dimension to focus instead on post adoption attitudes and behaviors among a mixed gender sample of 366 United States and Canadian users of a specialized supply chain IT. We test 11 hypotheses about attitudes towards IT within and between subgroups of users classed by nationality and gender. Consistent with the national MAS-FEM scores and contrary to the conventional consideration of the U.S. and Canada as a unitary homogenous cultural unit, we found significant differences between U.S. men and women, but not between Canadian men and women. These results support the importance of the MAS-FEM dimension-independent of gender-on user attitudes and help to clarify the relationship between culture and gender effects. Implications for managers responsible for technology implementation and management are discussed and directions for future research are offered.