Determinants of virtual social networks diffusion: Insights from cross-country data |
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| Affiliation: | 1. Information Technology and Systems Area, Indian Institute of Management Kozhikode, IIMK Campus (P.O.), Kunnamangalam, Kozhikode 673570, Kerala, India;2. Department of Information Systems, School of Computing, National University of Singapore, #03-31, Computing 2, 15 Computing Drive, 117418, Singapore;1. Systems Integration Division, National Institute of Standards and Technology, Gaithersburg, MD 20899, USA;2. Department of Computer Science and Electrical Engineering, University of Maryland, Baltimore County, Baltimore, MD 21250, USA;1. Department of Radiology, Seoul National University College of Medicine, Seoul, Korea;2. Institute of Radiation Medicine, Seoul National University Medical Research Center, Seoul, Korea;3. Cancer Research Institute, Seoul National University College of Medicine, Seoul, Korea;1. Department of Mathematics, Faculty of Sciences, HITEC University Taxila Cantt, Pakistan;2. Department of Mathematics, Mohiud-Din Islamic University, Nerian Sharif, Azad, Jammu and Kashmir, Pakistan;3. Department of Mathematics, COMSATS Institute of Information Technology, Abbottabad, Pakistan;1. Department of Applied Mathematics, Guangdong University of Foreign Studies, Guangzhou 510006, China;2. School of Sciences, South China University of Technology, Guangzhou 510640, China |
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| Abstract: | Utilizing Rogers' diffusion of innovation theory and Hofstede's typology of national culture as the guiding theoretical perspectives, this study examines the determinants of virtual social networks (VSNs) diffusion across countries. Specifically, this study proposes that VSN diffusion in a country is determined by the levels of its information infrastructure and human capital, which in turn are contingent on the national cultural dimension of uncertainty avoidance. By utilizing archival data from 56 countries, we examine (1) the direct effects of information infrastructure and human capital in a country on its VSN diffusion; and (2) the moderating effect of uncertainty avoidance on the relationships of information infrastructure and human capital in a country with its VSN diffusion. Our findings indicate that (1) information infrastructure and human capital in a country were positively associated with its VSN diffusion; and (2) uncertainty avoidance negatively moderated the relationships of information infrastructure and human capital in a country with its VSN diffusion. Our findings contribute to the knowledge base of VSNs by highlighting the contingent role of uncertainty avoidance, and provide indications to practice on managing VSN diffusion in a country by leveraging the effects of its information infrastructure and human capital. |
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| Keywords: | Information infrastructure Human capital Uncertainty avoidance VSN diffusion Archival data |
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