Household technology adoption in a global marketplace: Incorporating the role of espoused cultural values

This paper extends prior research in household technology adoption by incorporating the role of espoused cultural values. Specifically, we theorize that espoused cultural values-individualism/collectivism, masculinity/femininity, power distance, uncertainty avoidance, and long-term orientation-play an important role in affecting consumers' behaviors by altering consumers' belief structures-attitudinal beliefs, normative beliefs, and control beliefs. Our theoretical model predicts that the impact of consumers' belief structures on household technology adoption intention varies across consumers with different cultural values. Propositions are provided to explain how different cultural mechanisms moderate the relationships between consumers' beliefs and household technology adoption intention. The paper concludes with theoretical implications, future research directions, and practical implications.