The Role of Culture in the Acceptance of Online Social Networks’ for Organizational Staffing Activities by HR Practitioners

Abstract

This research was based on the Technology Acceptance Model (TAM), which theorized on how perception of a system’s usefulness, ease of use and other’s influence affect the intention to use a system. The system in question is online social networks. The role of culture as a moderator was studied. The effect of perceived usefulness, perceived ease of use, and subjective norms on HR practitioners’ behavioral intention to use online social networks in their staffing activities were studied, with Hofstede´s dimensions of culture as moderators. HR practitioners in Taiwan, India, Spain and Guatemala were the target sampleof this study. Contact information was gathered through company websites or through the researcher’s online and personal social networks. Respondents were asked to complete an online questionnaire to assess both their espoused cultural values and their perception toward online social networks for staffing activities. A total of 101 valid responses were collected for data analysis. Partial least square structural equation modeling techniques were used to test study hypotheses. Results indicated that, as hypothesized, the TAM model was effective in explaining HR practitioners’ behavioral intention to use online social networks for staffing activities. In addition, uncertainty avoidance was found to moderate the relationship between perceived usefulness as well as perceived ease of use and behavioral intention. Power distance also was found to moderate the relationship between subjective norms and behavioral intention. On the contrary, espoused masculinity/femininity and individualism/collectivism values were not found to moderate any of the relationships hypothesized.

This research was based on the Technology Acceptance Model (TAM), which theorized on how perception of a system’s usefulness, ease of use and other’s influence affect the intention to use a system. The system in question is online social networks. The role of culture as a moderator was studied. The effect of perceived usefulness, perceived ease of use, and subjective norms on HR practitioners’ behavioral intention to use online social networks in their staffing activities were studied, with Hofstede´s dimensions of culture as moderators. HR practitioners in Taiwan, India, Spain and Guatemala were the target sample of this study. Contact information was gathered through company websites or through the researcher’s online and personal social networks. Respondents were asked to complete an online questionnaire to assess both their espoused cultural values and their perception toward online social networks for staffing activities. A total of 101 valid responses were collected for data analysis. Partial least square structural equation modeling techniques were used to test study hypotheses. Results indicated that, as hypothesized, the TAM model was effective in explaining HR practitioners’ behavioral intention to use online social networks for staffing activities. In addition, uncertainty avoidance was found to moderate the relationship between perceived usefulness as well as perceived ease of use and behavioral intention. Power distance also was found to moderate the relationship between subjective norms and behavioral intention. On the contrary, espoused masculinity/femininity and individualism/collectivism values were not found to moderate any of the relationships hypothesized.