Competitive video and computer online gaming has been one of the most rapidly growing segments of the video game market within the last ten years. Even though, it reaches across geographical boundaries, cultural influences on its adoption have gained only little scientific interest so far. To fill that gap, we suggest a research model of cultural influences on competitive video and computer online gaming adoption based on the Model of Adoption of Technology in Households, Social Network Theory, and Hofstede's Taxonomy of Culture. The model is depicted by the effect of (1) Power Distance, (2) Uncertainty Avoidance, (3) Individualism, (4) Masculinity, and (5) Long-Term Orientation on the relationships between the model constructs External Influences, Attitudinal Beliefs, Attitude, Behavioral Intention and Behavior.
Weiss, Thomas, "Cultural Influences on Hedonic Adoption Behavior: Propositions Regarding the Adoption of Competitive Video and Computer Online Gaming" (2008). DIGIT 2008 Proceedings. 7.