On the predispositions toward information technology: a three-way cross-cultural study

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Governments in most countries have realized the critical importance of telecommunications for economic progress and are opening up to foreign investment in this sector. In order to achieve significant market share, U.S. firms need to understand attitudinal and lifestyle factors impacting information technology purchase and usage patterns across different cultures. This includes understanding the current infrastructure and economic conditions, but also familiarity and attitudes. A study was conducted to explore attitudes towards, and familiarity with, new information technologies in the United States, Germany and Croatia. Findings indicate that Americans are more familiar with technology than Germans and Croats, and tend to use information technology more. Respondents from all countries showed a predominantly positive attitude towards technology. Germans and Croats were particularly aware of environmental problems and, in general, the price society pays for technology, while Americans and Croats showed concern for the loss of essential human qualities. These and other findings from the study not only highlight the differences in these three markets, they also provide useful insights for strategists in information technology firms and public policy makers grappling with the complex issues arising from the rapid proliferation of new information technologies in an ever-shrinking world. © 1997 Elsevier Science Ltd.

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Telematics and Informatics