The influence of individual values on internet use: A multinational study

Abstract Schwartz’s value theory (SVT) is widely used in a number of disciplines but infrequently in information systems (IS) research. The theory was intended to be applied at an individual level, unlike Hofstede’s cultural theory at national level. Schwartz’s ten low-order values (LOVs) can be combined into four high-order values (HOVs): self-enhancement (which includes the LOVs of achievement and power); openness to change (which includes the values of stimulation, self-direction, and hedonism); conservation (which includes security, tradition, and conformity); and self-transcendence (which includes universalism and benevolence). This study investigates the influence of Schwartz’s four HOVs on Internet use (IU) in 25 European nations. After controlling for age, education, income, and gender, we find strong evidence of the influence of Schwartz’s HOVs of openness to change (positive) and conservation (negative) upon IU. There is partial evidence for the influence of self-enhancement and self-transcendence upon IU. The implications of the findings and recommendations for future studies are also discussed.

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