The tale of two cultures: Differences in technology acceptance in twitter usage

Despite its huge uptake all over the world, Twitter is still in its early stages of being used as an educational tool. Here, we present an experiment that was conducted across two undergraduate groups from different universities, an Australian and another American university. In this experiment we looked at Twitter usage in class and compared the results with a particular focus on analysing technology acceptance differences between the two groups. Both groups used Twitter as part of their tutorial work and participated in a survey at the end of the semester. Empirical investigation was done using Davis’ technology acceptance model (TAM). The study findings reveal highly significant differences in the technology acceptance behaviours of the two groups, thus highlight cultural differences in the acceptance of technology, in this case Twitter.