“…While practitioners sought to understand cultural differences in order to tackle the ensuing challenges, researchers explored such differences in the interests of theory building-for instance, to enhance theory's generalizability to different cultural settings (Venkatesh & Zhang, 2010). There is by now a significant body of theoretical work that contributes to understanding at various cultural levels -national, organizational and group (Ho, Raman, & Watson, 1989;Straub, 1994)-and the impacts of culture on technology acceptance are well documented (Choi & Totten, 2012;Dai & Palvi, 2009;Jung et al, 2015;Olasina & Mutula, 2015;Veiga, Floyd, & Dechant, 2001).…”