Online Social Network Adoption: A Cross-Cultural Study

This research explores the extent to which users across cultures adopt the technology of online social networks (OSNs) in order to promote or support a social cause. By surveying graduate-level university students at institutions in the United States, China and India, this research builds on prior work in technology acceptance to model and explain how three elements of the task domain – the cultural aspects of the user, the social nature of the technology, and the social nature of the task – combine to influence the constructs and relationships within a modified Technology Acceptance Model (TAM) framework as well as the behavior that flows from it. This study contributes to our understanding of technology adoption by showing how OSNs are adopted by users across cultures in promoting and supporting social causes.