Consumer characteristics and the use of social networking sites

Purpose – This study examined the antecedents and consequences of intensity of SNS use in a cross-cultural context. The purpose of this paper is to examine the impacts of three IT-related consumer characteristics – privacy concern, consumer innovativeness and propensity to share information – on the use of social networking sites (SNS) and examine if there are cross-national differences in the relationships between consumer characteristics and SNS use. Design/methodology/approach – The authors developed and tested a structural equation model including consumer characteristics related to SNS usage, by using survey data of 977 SNS users in Korea and the US. Findings – 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 the intensity of SNS use were greater in the US sample than in the Korean sample. People in the culture of high peer pressure a...

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