The Influence of Cultural Values on Information and Communication Technology (ICT) Diffusion Levels: A Cross-National Study

ABSTRACT It has been posited that information and communication technology (ICT) diffusion can be explained by national culture since individuals from different cultures think and behave differently toward the development and use of ICT. To the best of our knowledge, the impact of Schwartz’s model of cultural dimensions on ICT diffusion level has not yet been investigated. This study explored the diffusion level using Schwartz’s three national cultural dimensions: autonomy vs. embeddedness, egalitarianism vs. hierarchy, and mastery vs. harmony. Data were obtained for 73 nations on three ICTs: Internet usage, mobile phones, and fixed broadband connections. The correlation results showed that autonomy vs. embeddedness and egalitarianism vs. hierarchy influenced ICT diffusion levels. The regression results showed that autonomy vs. embeddedness had significant impact on diffusion levels. The implications of these findings are discussed.