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

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.

[1]  Detmar W. Straub,et al.  Toward a Theory-Based Measurement of Culture , 2002, J. Glob. Inf. Manag..

[2]  M. Satyanarayanan,et al.  Mobile computing , 1993, Computer.

[3]  D. Warwick,et al.  The sample survey: theory and practice , 1976 .

[4]  Tomasz Imielinski,et al.  Mobile Computing , 1996 .

[5]  Joseph O. Rentz,et al.  A measure of service quality for retail stores: Scale development and validation , 1996 .

[6]  R. Lachman,et al.  Modernity Change of Core and Periphery Values of Factory Workers , 1983 .

[7]  Detmar W. Straub,et al.  Validating Instruments in MIS Research , 1989, MIS Q..

[8]  G. Soutar,et al.  Consumer perceived value: The development of a multiple item scale , 2001 .

[9]  J. Nunnally.  Psychometric Theory (2nd ed), New York: McGraw-Hill. , 1978 .

[10]  L. Cronbach,et al.  Construct validity in psychological tests. , 1955, Psychological bulletin.

[11]  J. J. Cronin,et al.  Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments , 2000 .

[12]  Prashant C. Palvia,et al.  A model and instrument for measuring small business user satisfaction with information technology , 1996, Inf. Manag..

[13]  Raymond Williams,et al.  Culture and Society , 1958 .

[14]  Ruth N. Bolton,et al.  A Multistage Model of Customers' Assessments of Service Quality and Value , 1991 .

[15]  G. Mcdougall,et al.  Customer satisfaction with services: putting perceived value into the equation , 2000 .

[16]  C. Lamb,et al.  Marketing's role in product and service quality , 1988 .

[17]  K. B. Monroe.  Pricing: Making Profitable Decisions , 1990 .

[18]  Frank Verboven,et al.  The Diffusion of Mobile Telecommunications Services in the European Union , 1999 .

[19]  G. Hofstede,et al.  Culture′s Consequences: International Differences in Work-Related Values , 1980 .

[20]  R. B. Woodruff,et al.  Customer value: The next source for competitive advantage , 1997 .

[21]  R. Brislin.  Back-Translation for Cross-Cultural Research , 1970 .

[22]  R. Teas,et al.  The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value , 2000 .

[23]  V. Zeithaml.  Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence: , 1988 .

[24]  Per E. Pedersen,et al.  An Adoption Framework for Mobile Commerce , 2001, I3E.

[25]  R. Inglehart,et al.  Value Change in Global Perspective. , 1996 .

[26]  T. Parsons,et al.  Toward a General Theory of Action , 1952 .

[27]  C. Geertz,et al.  The Interpretation of Cultures , 1973 .

[28]  William B. Dodds,et al.  Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations , 1991 .

[29]  N. Adler.  International Dimensions of Organizational Behavior , 1986 .

[30]  Juan D. Delius,et al.  The nature of culture , 1991 .

[31]  W. W. Daniel.  The Sample Survey: Theory and Practice , 1976 .

[32]  Steinar Kristoffersen,et al.  “Making place” to make IT work: empirical explorations of HCI for mobile CSCW , 1999, GROUP.