Cross-cultural differences in motivations and perceived interactivity: A comparative study of american and korean internet users

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.