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Tradition H1 no relationship Independence H2- H3+ Independence H4- Ethnocentrism H5+ Mobile Importance
Innovativeness
FIGURE 1: HYPOTHESES OF THE RELATIONSHIP BETWEEN DIMENSIONS OF CULTURAL ORIENTATION AND MOBILE IMPORTANCE
RESEARCH METHODOLOGY Measurement of cultural orientation
For cultural orientation, Sharma's (2010) conceptualisation was used as a base. Proposed as a ten- dimensional measure of cultural orientation, the dimensions in this study were limited to five dimensions, namely tradition, independence, interdependence, ethnocentrism and consumer innovativeness that may be useful to explain the importance of mobile devices for consumers. These five dimensions were deemed as important antecedents of Mobile Importance, and only these dimensions were tested to obtain measures of how individuals perceive their own individual culture. The measurement model for all the items used to measure cultural orientation is provided in Figure 3, with the corresponding items appearing in Appendix 1.