Title: A path from cultural values to mobile travel app use

Authors: Naman Sreen; Pradip H. Sadarangani; V. Giridhar

Addresses: RGIIM Shillong, Mayurbhanj Complex, Nongthymmai, Shillong, Meghalaya, 793014, India ' RGIIM Shillong, Mayurbhanj Complex, Nongthymmai, Shillong, Meghalaya, 793014, India ' RGIIM Shillong, Mayurbhanj Complex, Nongthymmai, Shillong, Meghalaya, 793014, India

Abstract: Wireless technologies have emerged as a cheaper alternative over traditional channels for travel and tourism. This research investigates the impact of cultural features on technology adoption for travel. The context is the adoption of technology, among Indian consumers, through the extension of the technology acceptance model (TAM). The research links Hofstede's 'cultural dimensions' of 'collectivism' and 'long-term orientation (LTO)' and 'personal innovativeness' from Rogers' conceptualisation of 'diffusion of innovation' to determine mobile travel app intention. This research also examines the role of an individual's 'privacy concerns' on the choice for mobile travel apps. The study finds that collectivism and LTO are insignificantly related to the two predictors [perceived usefulness (PU) and perceived ease of use (PEOU)] of mobile travel app intention in TAM whereas PI is significantly related to both predictors of mobile travel app intention. In conclusion, it is shown that the privacy concern issues related to mobile travel apps may not impact mobile travel app intention if an app is perceived as useful and easy to use. The study creates a path from cultural features to technology adoption and provides insights for an emerging market scenario.

Keywords: perceived ease of use; PEOU; collectivism; long-term orientation; LTO; personal innovativeness; PI; privacy concern; PC; technology acceptance model; TAM; perceived usefulness; PU.

DOI: 10.1504/IJICBM.2019.099278

International Journal of Indian Culture and Business Management, 2019 Vol.18 No.3, pp.251 - 271

Received: 20 Feb 2018
Accepted: 06 Jul 2018
Published online: 24 Apr 2019 *

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