The influence of cultural intelligence on intention of internet use

Abstract

Purpose – Each culture is defined by norms, beliefs and values which influence and complicate individual thoughts and actions. Cultural intelligence (CQ) is a novel concept that reflects the ability of individuals of certain cultures to adapt to the general conditions of a different society. This study aims to explore the relationship between CQ and technology adoption in the form of intention to use the internet. Design/methodology/approach – This quantitative empirical study, based on data from a questionnaire completed by 201 university students, proposes three models to analyse the direct, indirect and moderating influence of the CQ on intention to use the internet. Findings – The study reveals that CQ has an indirect influence on the intention to use the internet. Originality/value – Most research to date has focused on analysing the influence of CQ in the cross- cultural field. This work contributes to the development of the concept of CQ as a decisive factor in a globalised world and analyses its impact on the internet, a tool that is fundamental at all levels.