TY - JOUR
T1 - Cross-cultural differences in motivations and perceived interactivity
T2 - A comparative study of american and korean internet users
AU - Ko, Hanjun
AU - Roberts, Marilyn S.
AU - Cho, Chang Hoan
PY - 2006
Y1 - 2006
N2 - The purpose of this study was to examine cultural differences in motivations for using the Internet and consumers' interactivity on a website. Cultural context was used to explain cultural differences in motivations and interactivity between South Korea and the United States. The results showed that subjects from the low context culture had a higher degree of information and convenience motivation and perceived a higher degree of human-message interaction, while subjects from the high context culture had a higher degree of social interaction motivation and human-human interaction.
AB - The purpose of this study was to examine cultural differences in motivations for using the Internet and consumers' interactivity on a website. Cultural context was used to explain cultural differences in motivations and interactivity between South Korea and the United States. The results showed that subjects from the low context culture had a higher degree of information and convenience motivation and perceived a higher degree of human-message interaction, while subjects from the high context culture had a higher degree of social interaction motivation and human-human interaction.
UR - http://www.scopus.com/inward/record.url?scp=84992930026&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84992930026&partnerID=8YFLogxK
U2 - 10.1080/10641734.2006.10505201
DO - 10.1080/10641734.2006.10505201
M3 - Article
AN - SCOPUS:84992930026
VL - 28
SP - 93
EP - 104
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
SN - 1064-1734
IS - 2
ER -