A Qualitative Analysis of How and Why People Use Social Network Sites: A Cross-Cultural Comparison of Korea and the U.S.
Year: 2011
Type: preprint
Abstract: While participation in social network sites (SNSs) has grown rapidly in recent years and is a highly popular, global phenomenon, only few research examined how the different cultural values and attitudes impact the way people adopt and use this new media platform. Employing qualitative approach, this study attempts to uncover the cross-cultural differences in motivations and behavioral patterns for using SNSs among the Korean and American users. The findings of this study show the explicit differences in the motivations and strategies for using SNSs between Korean and American users, which are supported by the independent and interdependent self-construals theory proposed by Markus and Kitayama (1991). The motivational themes and usage patterns emerged from Korean participants are more other- or relationship-focused, pursuing social/emotional support, while those of Americans are more ego- or self-focused, pertaining to entertainment or information seeking.
Source: SSRN Electronic Journal
Author: Jinnie Jinyoung Yoo
Institution: Gachon University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W279765834