A Comparative Study on National Culture of SNS User : Comparison of Korea, China, and U.S.

초록

Our work empirically investigates the cultural differences of Social Networking Service (SNS) users in China, Korea and U.S. We construct a survey questionnaire from existing literature and test it for reliability, validity, and model fit. Then we collect data and validate the cultural differences of SNS users in three nations. Our results show different rankings from existing literature in cultural dimensions about three nations. In terms of masculinity, we find China > U.S. > Korea, similar to Hofstede. In individualism, we find U.S. > Korea > China, different from Hofstede (U.S. > China > Korea). In power distance, it is shown that Korea > China > U.S., different from Hofstede (China > Korea > U.S.). Uncertainty avoidance is found that U.S. > Korea > China, lowered ranking of Korea from the top among three nations in Hofstede. We find that these outcomes would be useful in updating national culture of the three nations and for future research about cultural impacts on SNS adoption.

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