The influence of attitudes and norms has a distinct impact on people’s behaviors in
different cultural contexts. Specifically, attitudes, personal needs, and perceived rights
exert a strong influence on the behaviors of people from individualistic cultures. These
individuals place considerable weight on their thoughts, needs, and rights when
deciding how to react. However, social norms, duties, and obligations exert a strong
influence on the behaviors of people from collectivistic cultures. These people place
greater weight on what others think and do when planning how to react. Taking these
two cultural perspectives into consideration, it is worthwhile to examine how TRA and
TPB are differently applied in the smartphone use and adoption. Smartphones can be
considered as cultural artifacts as they are closely used in cultural context and they are
heavily influenced by contextual situation where the smartphones are placed. Thus, a
question is what the impact of cultural context upon smartphone usage and what part
do country-specific practices play in smartphone adoption.