| Article ID: | iaor20112219 |
| Volume: | 48 |
| Issue: | 1 |
| Start Page Number: | 1 |
| End Page Number: | 8 |
| Publication Date: | Jan 2011 |
| Journal: | Information & Management |
| Authors: | Im Il, Hong Seongtae, Kang Myung Soo |
| Keywords: | behaviour, internet, innovation |
We examined the relationships of the constructs in the UTAUT model to determine how they are affected by culture. In our study, we used data from Korea and the U.S. to examine two technologies: the MP3 player and Internet banking. Results showed that the UTAUT model fits our data well. The comparison of Korea and the U.S. revealed that the effects of effort expectancy on behavioral intention and the effects of behavioral intention on use behavior were greater in the U.S. sample. The implications of this are discussed.