This preliminary study focused on the cultural dimension of masculinity/femininity. Unlike many cultural studies that have utilized previously published country-level scores for dimensions of culture, this study surveyed individuals from thirty-four different countries to determine their score on the masculinity/femininity continuum. These results were part of a research model containing culture, gender, and intention to use computers. Three 2X2 between-subjects factorial ANOVAs were conducted. We found statistically significant main effects for the masculinity/femininity, and national origin. The results indicate that a user’s masculinity/femininity score, and national origin have an impact on his or her intention to adopt a technology.
Dutt, Abhijit and Srite, Mark, "A Cultural Perspective on Technology Acceptance" (2005). AMCIS 2005 Proceedings. 40.