TY - JOUR
T1 - What causes users to switch from a local to a global social network site? the cultural, social, economic, and motivational factors of Facebook's globalization
AU - Choi, Junho
AU - Jung, Jaemin
AU - Lee, Sang Woo
N1 - Copyright:
Copyright 2013 Elsevier B.V., All rights reserved.
PY - 2013
Y1 - 2013
N2 - This study investigates what causes local users to switch or not to switch from a domestic to a global social network site (SNS), Facebook. In the prediction model using cultural, social, economic factors, and motives for using SNS, we found in S. Korean users that, along with entertainment motives, the expected benefit of a new global SNS was a positive predictor of transition to Facebook. The western cultural values of a global SNS and the sunk costs of using a local SNS were negative predictors of the intention to use Facebook as the main platform of online social networking. Given that global SNSs force anti-localization policies related to privacy protocols and relationship styles, the results highlight the fact that cultural values are a critical factor for resisting globalization of SNSs.
AB - This study investigates what causes local users to switch or not to switch from a domestic to a global social network site (SNS), Facebook. In the prediction model using cultural, social, economic factors, and motives for using SNS, we found in S. Korean users that, along with entertainment motives, the expected benefit of a new global SNS was a positive predictor of transition to Facebook. The western cultural values of a global SNS and the sunk costs of using a local SNS were negative predictors of the intention to use Facebook as the main platform of online social networking. Given that global SNSs force anti-localization policies related to privacy protocols and relationship styles, the results highlight the fact that cultural values are a critical factor for resisting globalization of SNSs.
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U2 - 10.1016/j.chb.2013.07.006
DO - 10.1016/j.chb.2013.07.006
M3 - Article
AN - SCOPUS:84881102556
VL - 29
SP - 2665
EP - 2673
JO - Computers in Human Behavior
JF - Computers in Human Behavior
SN - 0747-5632
IS - 6
ER -