Exploring Cross-Cultural Value Structures with Smartphones

Donghee Shin · Hyungseung Choo

35 citations0/0 files storedJournal of Global Information Management

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Cultural Differences and Values

Abstract

Smartphone users in the U.S. and Korea were cross-surveyed to determine country-specific differences in product value perceptions. Usability factors and aesthetic values were combined using the theory of reasoned action (TRA). The strengths of the model’s relationships are discussed. The models were analyzed cross-nationally to explore differences in the compositions of technology adoption motives in the two countries. Although the results illustrate the importance of both usability and aesthetic values, the two countries show different value preferences as well as intention and adoption patterns. The results of this study suggest practical implications for employing cross-cultural strategies in the global marketing of smartphones as well as theoretical implications for cross-country studies, which are recommended accordingly.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1981Culture's Consequences: International Differences in Work-Related Values 1989Structural Equations with Latent Variables 2000Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model

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