Valorile culturale ale consumatorilor și adoptarea noilor tehnologii
Consumer Cultural Values and New Technologies Adoption

Summary/Abstract: If, nowadays, the use of online communication, regarding the individual contact and connection in new ways and without limits of development, is more than a revolution, culture continues to imprint society`s behavior, norms, beliefs and values. Social motivations and mechanisms allow new technologies diffusion to take place, trust being an important variable of the adoption decision, but also a symbol of the individuals` ability to cooperate. The social construction of technology approach is based on the idea that different social groups perceive technological products differently. Cultural values and the huge amount of information, as results of higher educational level, significantly influence the adoption of new technologies.

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