Impact of cultural values on technology acceptance and technology readiness

Abstract

The impacts of cultural values on technology acceptance at national level have been investigated by previous studies, but not at individual level. Hence, the research question of the present study is what are the impacts of cultural values at individual level on technology acceptance? The detailed objective is to investigate the impacts of cultural values at individual level on the extended technology acceptance model by considering technology readiness. A research framework was developed, and the technology acceptance model was extended from the perspective of hotel employees. Results showed that highlighting long-term benefits of hotel technology such as workload reduction and performance enhancement can be considered to improve the perceived usefulness and perceived ease of use. In addition, introducing a new hotel technology under a less masculine cultural environment can greatly help hotel employees minimize their discomfort. Accordingly, an effective and successful hotel technology can be achieved.