Acculturation to the Global Culture, Ethnic Identification and the Adoption of Social Computing

Globalization is now felt in most parts of the world and its effects on culture are becoming a topic of interest to the academic community (Cleveland, 2006). There have been calls to address the issue of globalization and its cultural effects on the IS field (Myers and Tan, 2002). This paper contributes to filling this gap by reporting on the survey results of 171 members of the general public in a developing country which has been opening up to globalization in the last decade. The findings show that there is a significant direct relationship between acculturation to the global culture and the adoption of social computing and an indirect relationship mediated by subjective norms. There is no significant direct relationship between ethnic identification and social computing adoption; however, the relationship is significantly mediated by subjective norm.