Authors:
Cheol Park
1
;
Jongkun Jun
2
and
Thaemin Lee
3
Affiliations:
1
Korea University, Korea, Republic of
;
2
Hankuk University of Foreign Studies, Korea, Republic of
;
3
Chungbuk National University Gaeshing-Dong, Korea, Republic of
Keyword(s):
Social Networking Sites, Cross-culture, Innovativeness, Propensity to Share Information, Privacy Concern, Korea, USA.
Related
Ontology
Subjects/Areas/Topics:
Business Policy, Strategy and Governance
;
e-Business
;
Enterprise Information Systems
;
Internationalization and Social, Ethical and Cultural Factors
;
Sustainable e-Business
Abstract:
This study examined the antecedents and consequences of intensity of SNS use in a cross-cultural context. A survey of 977 SNS users was performed in Korea and USA, and the causal relationship was tested using structural equation modelling. Consumer innovativeness, propensity to share information, and privacy concern affected intensity of SNS use and the usage of SNS enabled social capital. In addition, the effects of innovativeness and privacy concern on intensity of SNS use were greater in the U.S. sample than in the Korean sample. This moderation effects come from the differences of collectivism and individualism and the implications and further researches were suggested.