Cross-Cultural Effects in Adoption Patterns of a Mobile Coaching Service for Studies : A Comparison Between France and Mexico

Niousha Shahidi (1) , Silvia Cacho-Elizondo (2) , Vesselina Tossan (3)

1 EDC - EDC Paris Business School
2 IPADE - IPADE Business School [Mexico]
3 LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action

This study applied an adoption model, inspired by the technology acceptance model (TAM) and multipurpose information appliances adoption model (MIAAM), to compare key variables explaining adoption patterns of a mobile coaching app that guides and encourages students via a technologybased platform. This article constitutes a pioneer effort to compare adoption behaviors across a developed country and an emerging country (France and Mexico) with differences in level of use of mobile apps. A multi-group structural equation modelling approach was used to test the causal structure of the conceptual model. Results confirmed significant differences and similarities across samples and identified critical factors. Perceived usefulness was found to be the most important driver with mediating effects. Organizations implementing coaching services with an improved perceived usefulness could boost their adoption rates.

Keywords: Apps; Cross-Cultural Comparison; France; Innovation; Mexico; Mobile Coaching; Perceived Usefulness; Structural Equation Modelling; Technology-Based Services

Domains: Humanities and Social Sciences; Business administration

Niousha Shahidi, Silvia Cacho-Elizondo, Vesselina Tossan. Cross-Cultural Effects in Adoption Patterns of a Mobile Coaching Service for Studies : A Comparison Between France and Mexico. Journal of Global Information Management, 2021, 29 (6), ⟨10.4018/jgim.20211101.oa33⟩. ⟨hal-03233537⟩