Moderating Effects of Uncertainty Avoidance on ICT Infrastructure, Human Capital, and Virtual Social Networks Diffusion

Drawing from Rogers’ diffusion of innovation theory and Hofstede’s typology of national culture, this study proposes that the diffusion VSNs in a country is influenced by the levels of its information and communication technology (ICT) infrastructure and human capital, which in turn are contingent on the national cultural dimension of uncertainty avoidance. Utilizing the publicly available archival data from 53 countries, results substantiate a significant relationship among them. Findings suggest that (1) ICT infrastructure and human capital in a country are positively associated with its VSN diffusion; and (2) uncertainty avoidance negatively moderated the relationships of ICT infrastructure and human capital in a country with its VSN diffusion. 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 ICT infrastructure and human capital.