The influence of cultural intelligence on intention of internet use

  1. Angel Luis Coves Martínez 1
  2. Carmen M. Sabiote Ortiz
  3. Juan Miguel Rey Pino
  1. 1 Universidad de Granada
    info

    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2018

Volumen: 22

Número: 2

Páginas: 231-248

Tipo: Artículo

DOI: 10.1108/SJME-04-2018-0024 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

Propósito/objetivo – Cada cultura posee unas normas, creencias y valores que la definen, lo que influye en el pensamiento y acciones de los individuos que la componen y dificulta el ajuste entre las mismas. Derivado de esto, la inteligencia cultural (CQ) es un concepto novedoso que refleja la capacidad que tienen los individuos de una determinada cultura de adaptarse a las condiciones generales de otra sociedad diferente. En este estudio, se explora la relación existente entre la CQ y la adopción tecnológica en la intención de uso de Internet. Diseño/metodología/planteamiento – La muestra está conformada por 201 estudiantes universitarios y los datos fueron recolectados a través de cuestionario. Se realizó un estudio empírico cuantitativo, proponiéndose tres modelos para analizar la influencia de manera directa, indirecta y como factor moderador de la CQ sobre la intención de uso de Internet. Conclusiones – El estudio revela que la CQ influye indirectamente sobre la intención de uso de Internet. Aportaciones – La mayoría de las investigaciones hasta el momento se han centrado en analizar la influencia de la CQ en el ámbito cross- cultural. Este trabajo contribuye al desarrollo del concepto CQ como un factor decisivo en el mundo globalizado y analiza su impacto en una herramienta fundamental a todos los niveles como Internet.

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Información de financiación

The present study was made possible thanks to the funding received via the research project of the Spanish Ministry for the Economy and Competitiveness (ECO2012-39217) and the research project P11 SEJ8104 of the Junta de Andalucía.

Financiadores

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