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The Role of Social Culture in Internet Adoption in Greece: Unpacking “I Don't Want to Use the Internet” and Frequency of Use

Panayiota Tsatsou

The Information Society, Volume: 28, Issue: 3, Pages: 174 - 188

Swansea University Author: Panayiota Tsatsou

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DOI (Published version): 10.1080/01972243.2012.670190

Abstract

This article examines the role of social culture in Internet adoption in Greece. It employs Hofstede's five-dimensional framework of national culture and analyzes the European Social Survey 2008 data. It finds that social culture in general and particularly people's past or future orientat...

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Published in: The Information Society
Published: Routledge 2012
Online Access: http://www.ingentaconnect.com/content/routledg/utis/2012/00000028/00000003/art00004
URI: https://cronfa.swan.ac.uk/Record/cronfa12931
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Abstract: This article examines the role of social culture in Internet adoption in Greece. It employs Hofstede's five-dimensional framework of national culture and analyzes the European Social Survey 2008 data. It finds that social culture in general and particularly people's past or future orientation in life, and to a lesser extent their degree of openness to difference and novelty in life, are significant drivers of Internet adoption in Greece. It argues that the persistently low level of Internet adoption in Greece can be explained by pointing to a traditional, uncertainty-avoidant, and novelty-resistant culture that discourages technological development and innovation. It concludes that to explain the statement “I don't want to use the Internet“ and frequency of use and other such behavioral patterns, one should look beyond demographics, practical, and real-life factors and examine broader and socioculturally embedded drivers of Internet adoption.
Keywords: European Social Survey; Greece; Hofstede; Internet adoption; social culture; values
College: Faculty of Humanities and Social Sciences
Issue: 3
Start Page: 174
End Page: 188