internet_59350

national cultural

As the mobile Internet has been used explosively worldwide, the effects of cultural factors on mobile Internet have been an interesting issue. The objectives of this study are to examine the usage patterns of the mobile Internet in different countries and to interpret these differences from a cross-cultural perspective. We propose a value structure in order to investigate the cross-cultural differences in mobile Internet usage. The value structure is an analytic framework that consists of various types of values that the mobile Internet provides. To identify the value structure of the mobile Internet and compare usage patterns, large-scale online surveys were conducted in Korea and Japan simultaneously with the same questionnaire. Results show that value structures of the mobile Internet are significantly different between Korea and Japan, and effects of the values on the degree of satisfaction derived from the mobile Internet vary across the two countries. This paper ends with both theoretical and practical implications and limitations of the study results.

A Cross-Cultural Study on the Value Structure of Mobile Internet Usage: Comparison Between Korea and Japan.