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The purpose of this paper is to present the development and validation of a measurement model for student user satisfaction in a laptop environment. Using a “quasi Delphi” method in addition to contributions from prior research we used EFA and CFA (LISREL) to identify a five factor (14 item) measurement model that best fit the data. The structural model identified two factors related to overall student satisfaction. Suggestions and implications for how to use this measure are provided.

The creation of an effective learning environment requires cultural competency – the ability to interact effectively with people of different cultures. Cultural competency means knowing and understanding the people that you serve. This study compares American and Chinese student’s readiness and willingness to use innovative technology by assessing their technology readiness through the use of the Technology Readiness Index (Parasuraman, 2000). The findings show that Chinese students exhibit higher levels of discomfort and insecurity, and lower levels of optimism and innovativeness with regard to using new technology. Implications for cross-cultural technology-based learning environments are also provided.

The proliferation of new self-service technology in retailing suggests a need to assess the extent to which consumers are ready and willing to actually use the technology. This study examines the influence that the dimensions of the Technology Readiness Index (TRI) has on the propensity of consumers in China, one of the fastest growing economies in the world, to use self-service technology to complete retail transactions. Cluster analysis was also used to classify Chinese consumers into consumer types based on their TRI scores. The findings indicate that the dimensions of TRI impacts consumer types differently with respect to influencing the likelihood of using self-service technology. Implications of the consumer classifications are also discussed.

This study revisited the debate concerning standardization vs. customization of the international advertising strategy from a Country-of-Origin (COO) approach. The objective here is to compare the perceptions of the exporting country and its products from the vantage point of different host countries, and to compare exporting countrys self-image with the perceived images prevailing in the host countries. Further, the study also examines the images of search products and experience products across different countries. Through analyzing survey data collected from 189 Americans, 238 Chinese, and 236 Japanese consumers, we found that different host countries have significantly different perceptions of the same exporting country. Moreover, exporting countrys self-image also largely varies from the host countrys perception of the exporting country. Finally, differences in product image were found both for search and experience products. Therefore, customized advertising strategy is suggested in the New Asia, especially in the countries studied.