Global Diffusion of Interactive Networks. The Impact of Culture

The Internet and other interactive networks are diffusing across the globe at rates that vary from country to country. Typically, economic and market structure variables are used to explain these differences. The addition of culture to these variables will provide a more robust understanding of the differences in Internet and interactive network
diffusion. Existing analyses that identify culture as a predictor of diffusion do not adequately specificy the dimensions of culture and their impacts. This paper presents a set of propositions to be used in analyses of the impact of culture on the diffusion of interactive networks. The propositions were developed using cultural constructs presented by Hofstede, Herbig and Hall. Diffusion of innovations theory and critical mass theory provide the theoretical base. The development of the propositions resulted from a close examination of the theories for
relationships mediated by culture. The resulting propositions use cultural variables in relationships established by the theories. It is hoped that the propositions will serve as a starting point for future research in the area of cultural influences on the diffusion of interactive networks.