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

Hanjun Ko, Marilyn S. Roberts, Chang Hoan Cho

Research output: Contribution to journalArticlepeer-review

43 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)93-104
Number of pages12
JournalJournal of Current Issues and Research in Advertising
Volume28
Issue number2
DOIs
Publication statusPublished - 2006

All Science Journal Classification (ASJC) codes

  • Marketing

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