A Study on the Intention to Adopt Third Generation (3G) Wireless Service on a Small Community with Unique Culture: The Use of Hofstede Cultural Dimensions in Predicting the Interaction between Culture and the Technology Acceptance Model on Guam

Most of the prior studies conducted in mobile commerce and wireless service adoption are using the technology acceptance model as their theoretical foundation and are conducted in metropolis. To gain a better understanding on whether the findings of these adoption studies can be generalized in other regions, and in particular, those communities with a small population and have a unique cultural background, the author revisits the third generation (3G) wireless adoption service issue using data collected from Guam. The result shows that the people on Guam have a different 3G wireless service adoption behavior compared with the people from Hong Kong. It is noted that perceived enjoyment plays a mediator role between the impacts of perceived service availability and social influence on the adoption intention. This result helps researchers and practitioners to gain insight for conducting adoption study for communities with a different cultural background, where their information and communication technology infrastructures are rapidly developing. A Study on the Intention to Adopt Third Generation (3G) Wireless Service on a Small Community with Unique Culture: The Use of Hofstede Cultural Dimensions in Predicting the Interaction between Culture and the Technology Acceptance Model on Guam