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Journal of New Business Ideas and Trends
2024, Volume 2, Issue 1 : 1-7
Research Article
Technology Acceptance in Cross-Cultural Organizational Settings
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1
¹Department of Organizational Informatics, University of Cape Town, South Africa
2
School of Management & Behavioral Sciences, Delhi Institute of Business Studies, India
3
Centre for Human–Technology Studies, National University of Singapore, Singapore
Abstract

Technology acceptance varies significantly across cultural, organizational, and socio-economic contexts. Despite the global expansion of digital transformation, employees from different cultural backgrounds respond differently to new technologies. This research investigates how cultural variables influence the adoption, use, and integration of new technologies in cross-cultural organizational settings. Building upon established theoretical frameworks such as the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and Hofstede’s cultural dimensions theory, the study proposes a Cross-Cultural Technology Acceptance Framework (CCTAF). The paper synthesizes empirical findings from past research, examines moderating cultural variables, and highlights the implications for organizational leaders, policymakers, and global businesses.

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