Choi, Yung Kyun; Totten, Jeff W. - In: Journal of Business Research 65 (2012) 11, pp. 1525-1533
This research investigates the effects of cultural differences (individualism vs. collectivism) on the acceptance of mobile TV by identifying self-construal (independent vs. interdependent) as a possible antecedent of the Technology Acceptance Model (TAM). Surveying 817 university students in...