Instant Messaging: A Cross-Country Comparison of Factors Affecting Adoption

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1 Association for Information Systems AIS Electronic Library (AISeL) AMCIS 2005 Proceedings Americas Conference on Information Systems (AMCIS) 2005 Instant Messaging: A Cross-Country Comparison of Factors Affecting Adoption Jon Heales University of Queensland, j.heales@business.uq.edu.au Scott McCoy College of William and Mary, Scott.McCoy@business.wm.edu Dongming Xu University of Queensland, d.xu@business.uq.edu.au Follow this and additional works at: Recommended Citation Heales, Jon; McCoy, Scott; and Xu, Dongming, "Instant Messaging: A Cross-Country Comparison of Factors Affecting Adoption" (2005). AMCIS 2005 Proceedings This material is brought to you by the Americas Conference on Information Systems (AMCIS) at AIS Electronic Library (AISeL). It has been accepted for inclusion in AMCIS 2005 Proceedings by an authorized administrator of AIS Electronic Library (AISeL). For more information, please contact elibrary@aisnet.org.

2 Instant Messaging: A Cross-Country Comparison of Factors Affecting Adoption Jon Heales University of Queensland Business School j.heales@business.uq.edu.au Scott McCoy College of William and Mary Business School scott.mccoy@business.wm.edu Dongming Xu University of Queensland Business School d.xu@business.uq.edu.au ABSTRACT This research-in-progress paper utilizes the Technology Acceptance Model (TAM) to determine whether differences exist in the adoption of Instant Messaging (IM) Technologies in Australia, China, Mexico and the USA. Despite significant differences in the technology needed to implement IM (e.g., software supporting Chinese language characters), few barriers exist to the adoption of IM given the environment is in place. We postulate that language interface technology, infrastructure, and culture affect the adoption of IM technology. Keywords Technology Acceptance; National Culture; Instant Messaging; Globe Project INTRODUCTION In 2004, 23 percent of users in North America use IM technologies and usage is expected to rise to 80 percent of users by 2007 (Osterman Research, 2004). Many of these technologies will be used without the sanction of corporate information technology departments. Users are driving the adoption of IM because IM technology delivers a useful functionality that is not incorporated in contemporary enterprise-wide systems. Because the implementation of IM technology is primarily user driven and constrained by technological infrastructure, we believe that cultural influences will significantly modify an individual s Perceived Usefulness (PU) of the technology and therefore their Intention to Use IM technology. There have been many studies using the technology acceptance model to examine information systems acceptance and usage (TAM) (Davis, 1989). We use it for its robustness and acceptability. We extend the work of Straub et al. (1997) and Rose and Straub (1998) who applied culture to TAM, McCoy and Polak (2003) and Heales (2004) who investigated cultural influences on Information and Communication Technology (ICT). In addition to the effect of culture on PU, we also investigate the impact of infrastructure and language interface on an individual s Perceived Ease of Use (PEU). This research attempts to apply these factors to IM adoption in Australia, China, Mexico, and the USA. PRIOR RESEARCH Technology Acceptance Model Because we are examining the implementation of the new technology we seek to use an appropriate model that explains technology acceptance and implementation. Davis (1989) developed the TAM model to predict acceptance of technology by users. Users develop perceptions about the usefulness and ease-of-use of IM technologies prior to implementation. These perceptions influence intention to use a particular technology. The TAM model is used as a foundation for examining how technological differences, infrastructure, and National Culture affect the intention to use IM technologies in culturally diverse environments (Australia, China, Mexico, and the USA). 1264

3 National Culture Hofstede (1980) defined culture as the collective programming of the mind which distinguishes the members of one human group from another (p. 5). This complex notion is usually assessed in terms of multiple dimensions. Building on the work of Hofstede (1980) and others, the GLOBE project identified 9 dimensions of culture (House, Javidan, Hanges and Dorfman, 2002; House, Hanges, Javidan, Dorfman and Gupta, 2004). The GLOBE Project 1 focuses on culture and leadership in 61 countries. The approach builds on Hofstede s dimensions, but the methods used, the broadening of the scope of inquiry, and the view taken to group countries into cultural clusters mitigates many of the criticisms raised with the use of Hofstede s dimensions (Myers and Tan, 2002). PROPOSED STUDY AND MODEL Figure 1 details the research model focusing on factors that affect the intentions to use IM. Using TAM, we argue that Cultural Factors affect Perceived Usefulness while Infrastructure and Language Interface Technology affect Perceived Ease of Use. Language Interface Technology Figure 1. Research Model Infrastructure Although IM Technology adoption is dependent on the necessary infrastructure, we are concerned with the adoption of IM once the infrastructure is in place. We divide the technology into Internet-based technology that uses computer-based IM software (such as Microsoft messenger, ICQ, QQ, Yahoo IM, AOL IM., etc.), and cell-phone based technologies where messages are sent primarily through SMS technology and are therefore dependent on a cell-phone telephone network. Although these two technologies are merging with the advent of mobile computers and PDA s (that are also being used as telephones), we continue to separate the two types of messaging technology because of some fundamental differences in usage, but use the same acceptance model. The use of computer-based IM is dependent upon the user having access to a computer and an Internet connection (an IM environment). Because of the need for an Internet connection, the use of computer based IM is geographically restricted to the proximity of a single location. The cell-phone environment is slightly different because there is no geographic restriction, but the use of instant messaging (simple message service, SMS) incurs a transaction cost for each message that is sent. The 1 For a more detailed discussion on the appropriateness of using the Globe cultural dimensions in favor of Hofstede, see Heales et al. (2004). 1265

4 cost of this is significantly cheaper than the cost of making cell-phone calls (typically around US $.20), but we do not consider this cost to be a major inhibiting factor in the use of SMS. Thus the adoption of IM is contingent upon the presence of either an IM environment or a cell-phone environment. The provision of infrastructure then will directly affect Perceived Ease of Use. More formally stated, H1. The provision of Infrastructure will directly affect Perceived Ease of Use. Language Interface Technology IM is a text-based messaging system that transmits messages in a text format. The USA, Australia, and Mexico use Latin based character encoding technology while China requires the use of a different technology that can display and input Chinese characters. An intermediate technology that allows import of Latin-based characters that represent Chinese characters also exists, called Pinyin. We treat Pinyin as an intermediate character representation form that exists between Latin-based and Chinese character based input/output technologies, and about 97% of computer users in China use Pinyin or similar variations for daily input to computer systems (Chen, 1997; Wang, Zhai and Su, 2001). Pinyin requires a multiplechoice selection process that makes it much less efficient than typing in English (Wang et al., 2001). Thus using Chinese characters will result in lower values of Perceived Ease of Use, thus: H2. The use of Chinese character input via Pinyin will be associated with lower levels of Perceived Ease of Use. Cultural Dimensions Because this study involves cross-cultural collection of data, cultural dimensions may influence IM adoption. We are concerned with the adoption of IM, given the environment is already in place. Thus the use of IM is dependent upon whether users perceive IM as being easy to use and being useful. An analysis of each of the cultural dimensions (House et al., 2004) is necessary to determine how each dimension might affect the constructs in the TAM model. Power Distance: The degree to which members of an organization or society expect and agree that power should be unequally shared (House et al., 2004). The adoption of IM is not dependent upon an imbalance of power, merely an individual choice as to whether to use a technology or not. Uncertainty Avoidance (UA): Extent to which members of an organization or society strive to avoid uncertainty by reliance on social norms, rituals, and bureaucratic practices to alleviate the unpredictability of future events (House et al., 2004). Png, et al. (2001) found an inverse relationship between UA and the adoption of frame relay technology (an infrastructure component). Similarly, IM would be expected to reduce uncertainty because of the ability to communicate with others in an attempt to mitigate the cause of the uncertainty. For this reason individuals with high UA scores are expected to find IM more useful. On the other hand, people scoring low on UA are less interested in reducing uncertainty and would not have that extra incentive to use IM (Hofstede, 1980; Hofstede, 2001; Hofstede and Bond, 1984). The ability to reduce uncertainty with a computer system is highly valued for high UA individuals (Hofstede, 2001). Therefore, UA will positively influence Perceived Usefulness: H3. Individuals scoring high on UA will perceive IM to be more useful than those scoring low on UA. Institutional Collectivism (IC): Degree to which organizational and societal institutional practices encourage and reward collective distribution of resources and collective action. While IC might influence the procurement of the IM environment, we do not perceive that it will influence PEU or PU. Family Collectivism (FC): Reflects the degree to which individuals express pride, loyalty and cohesiveness in their organizations or families. IM can be useful to communicate within an individual s organization or family. Individuals displaying high values of FC are likely to display high values of PU, thus: H4. Individuals scoring high on FC will perceive IM to be more useful than those scoring low on FC. Humane Orientation (HO): Degree to which individuals in organizations or societies encourage and reward individuals for being fair, altruistic, friendly, generous, caring, and kind to others. We do not see how humane orientation can influence the adoption of IM. Performance Orientation (PO): Extent to which an organization or society encourages and rewards group members for performance improvement and excellence. This dimension includes the future oriented component of the dimension called 1266

5 Confucian Dynamism (Hofstede and Bond, 1988). Cultures that score highly on PO prefer a direct and explicit style of communication and tend to have a sense of urgency (Javidan, 2001). In organizations that reward group members for performance improvement and excellence, it follows that individuals with high PO scores would seek to use technology that they perceive would improve performance. Usage of IM would allow individuals faster and more convenient access to data and information, thus: H5: High PO scores are associated with high PU scores when considering the adoption of IM. Future Orientation (FO): Degree to which individuals in organizations or societies engage in future-oriented behaviors such as planning, investing in the future, and delaying gratification. Future Orientation represents a culture's focus on the past, present or future (Kluckhohn and Strodtbeck, 1961). A future-oriented culture would consider the adoption of promising new technologies that are not yet widely used in order to maximize the benefits of future-orientated technologies, thus: H6: High FO scores are associated with high PU scores when considering the adoption of IM. Gender Egalitarianism (GE): Extent to which an organization or a society minimizes gender role differences and gender discrimination. Because IM is a technology that is associated with immediate short term communication it has no role to play in gender issues. Assertiveness (AS): Degree to which individuals in organizations or societies are assertive, confrontational, and aggressive in social relationships. Individuals who are assertive, confrontational, and aggressive would seek to act quickly to support their position on both business and private issues. IM is a technology that can assist individuals to achieve these objectives, thus: H7: High AS scores are associated with high PU scores when considering the adoption of IM. RESEARCH METHOD, PROPOSED ANALYSIS AND EXPECTED RESULTS This study will utilize a web-based survey instrument to collect data from workers on the constructs in the model. In order to test how well the expanded TAM model (see Figure 1) fits and to test our hypotheses, structural equation modeling (SEM) will be utilized. In addition, to compare across country samples, the model will be tested on a parameter-by-parameter basis comparing one data set against the other. All hypotheses are expected to be significant, and the proposed model illustrating the effect of cultural factors, infrastructure, and language interface technology on perceived ease of use and perceived usefulness is expected to have good fit. CONCLUSIONS AND CURRENT STATUS This research-in-progress research attempts to develop a comprehensive model of IM technology use in four countries (Australia, China, Mexico, and USA) by combining the TAM model with cultural factors, infrastructure, and language interface technology. In addition to providing more insight into this relatively new technology, the study will go further into testing the TAM model outside the USA. At present, the instrument for this study has been finalized and translated to the native language of each respondent (English, Chinese, Spanish). The online survey is set to take place later this Spring. Results will be shared at AMCIS should this paper be accepted. REFERENCES 1. Chen, Y. Chinese Language Processing Shanghai Education Publishing Company, Davis, F. "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly (13:3) 1989, pp Heales, J. "National Culture, Infrastructure, and Costs: Factors that Lead to the Use of Wireless Technologies," Tenth Americas Conference on Information Systems, Association for Information Systems, New York, New York, USA, 2004, pp Heales, J., Cockcroft, S., and Raduescu, C. "The Influence of National Culture on the Level and Outcome of IS Development Decisions," Journal of Global Information Technology Management (7:4) Hofstede, G.H. Culture's Consequences, International Differences in Work-related Values Sage Publications, Beverly Hills, Calif.,

6 6. Hofstede, G.H. Culture's Consequences : comparing values, behaviors, institutions, and organizations across nations, (2nd. ed.) Sage Publications, Thousand Oaks, California: London, Hofstede, G.H., and Bond, M.H. "Hofstede's Culture Dimensions: An Independent Validation Using Rokeach's Value Survey," Journal of Cross-cultural Psychology (15) 1984, pp Hofstede, G.H., and Bond, M.H. "The Confucius Connection: From Cultural Roots to Economic Growth," Organizational Dynamics (16:4) 1988, pp House, R., Javidan, M., Hanges, P., and Dorfman, P. "Understanding cultures and implicit leadership theories across the globe: an introduction to project GLOBE," Journal of World Business (37:1) 2002, pp House, R.J., Hanges, P.J., Javidan, M., Dorfman, P.W., and Gupta, V. Culture, Leadership. and Organizations Sage Publications Inc., Thousand Oaks, CA, Javidan, M. "Organizational dimensions of global change: No limits to cooperation.," Administrative Science Quarterly (46:2) 2001, pp Kopelman, R.E., Brief, A.P., and Guzzo, R.A. "The role of climate and culture in productivity.," in: Organizational Climate And Culture, B. Schneider (ed.), Jossey-Bass, San Francisco, 1990, pp McCoy, S., and Polak, P. "Investigating the Effects of National Culture, Infrastructure, and Access Costs on the Use of Information and Communication Technologies in Mexico," Americas Conference on Information Systems, AIS, Tampa, Florida, USA, Osterman Research "Enterprize Instant Messaging: Problems, Needs and ROI," Osterman Research Inc., Black Diamond, WA, Png, I.P.L., Tan, B.C.Y., and Wee, K.L. "Dimensions of national culture and corporate adoption of IT infrastructure," IEEE Transactions on Engineering Management (48:1) 2001, pp Rose, G., and Straub, D. "Predicting General IT Use: Applying TAM to the Arabic World," Journal of Global Information Management (6:3) 1998, pp Straub, D., Keil, M. and Brennan, W. "Testing the Technology Acceptance Model Across Cultures: A Three Country Study," Information & Management (33) 1997, pp Wang, J., Zhai, S., and Su, H. "Chinese Input with Keyboard and Eye-Tracking - An Anatomical Study," Proceedings of the SIG-CHI on Human factors in computing systems, ACM, Seattle, WA, USA,