Determinants of Use Intensity in Social Networking Sites - A Cross-cultural Study of Korea and USA

Cheol Park, Jongkun Jun, Thaemin Lee

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.

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Paper Citation


in Harvard Style

Park C., Jun J. and Lee T. (2013). Determinants of Use Intensity in Social Networking Sites - A Cross-cultural Study of Korea and USA . In Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on e-Business and 4th International Conference on Optical Communication Systems - Volume 1: ICE-B, (ICETE 2013) ISBN 978-989-8565-72-3, pages 119-126. DOI: 10.5220/0004497501190126


in Bibtex Style

@conference{ice-b13,
author={Cheol Park and Jongkun Jun and Thaemin Lee},
title={Determinants of Use Intensity in Social Networking Sites - A Cross-cultural Study of Korea and USA},
booktitle={Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on e-Business and 4th International Conference on Optical Communication Systems - Volume 1: ICE-B, (ICETE 2013)},
year={2013},
pages={119-126},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004497501190126},
isbn={978-989-8565-72-3},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on e-Business and 4th International Conference on Optical Communication Systems - Volume 1: ICE-B, (ICETE 2013)
TI - Determinants of Use Intensity in Social Networking Sites - A Cross-cultural Study of Korea and USA
SN - 978-989-8565-72-3
AU - Park C.
AU - Jun J.
AU - Lee T.
PY - 2013
SP - 119
EP - 126
DO - 10.5220/0004497501190126