Integrating National Culture into IS Research: The Need for Current Individual Level Measures
Open accessAbstract
Cross-cultural IS research is beginning to mature; however, much is left to do. This article reviews the most popular conceptualization of National Culture and offers suggestions for improvements in measurement. While Hofstedefs culture dimensions uncertainty avoidance, power distance, masculinity/femininity, and individualism/collectivism are still widely used in many disciplines; it is not guaranteed that the measures still hold after over 30 years. Empirical evidence is presented from two studies that indicate that shifts might have occurred. Because the usual national culture constructs are measured at the national level, they also should not be used in individual models of behavior or technology acceptance.
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It is inappropriate to use Hofstede's country scores on cultural dimensions because members of a society need not have the same cultural values.
“McCoy et al. (2005) argued that it is inappropriate to use Hofstede's (1980) country scores on cultural dimensions because members of a society need not have the same cultural values.”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as McCoy et al. (2005)
Individualism (IDV) and uncertainty avoidance (UA) culture dimensions at the individual consumer level are highly relevant to trust in cross-culture business relationships.
“Moreover, this research applied individualism (IDV) and uncertainty avoidance (UA) culture dimensions at the individual consumer level, because these are considered highly relevant to trust in cross-culture business relationships (McCoy et al., 2005; Cyr, 2013).”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as McCoy et al., 2005
The Individualism and Uncertainty Avoidance scales were found acceptable in information systems research, adding to the items validity.
“The researchers (McCoy et al., 2005; Srite and Karahanna, 2006; Yoon, 2009) found the scales acceptable in information systems research and thereby adding to the items validity.”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as McCoy et al., 2005
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References 18 · Cited by 199
- Authors
- McCoy, S., Galletta, D. F., & King, W. R.
- Affiliations
- William & Mary (US)
- University of Pittsburgh (US)
- Venue
- Communications of the Association for Information Systems
- Publisher
- Association for Information Systems
- Published
- 2005
- Volume
- 15
- ISSN
- 1529-3181 (ISSN-L)
- OpenAlex
- W1543099843
- Cited by
- 199
- References
- 18
- Citations by year
- 2026: 2 · 2025: 4 · 2024: 5 · 2023: 1 · 2022: 12 · 2021: 16 · 2020: 10 · 2019: 15 · 2018: 7 · 2017: 7 · 2016: 8 · 2015: 13 · 2014: 9 · 2013: 6 · 2012: 15
- FWCI
- 12.54
- Type
- journal article
- Language
- en
- Open access
- green
- aisel.aisnet.org
- Locations
- Communications of the Association for Information Systems (publishedVersion)
- D-Scholarship@Pitt (University of Pittsburgh) (acceptedVersion)
- Journal of the Association for Information Systems (submittedVersion)
- Topics
- Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Anthropology › Global and Cross-Cultural Management
- Keywords
- national culture, uncertainty avoidance, power distance, masculinity and femininity, individualism-collectivism, technology acceptance, measurement validity, cultural change
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