Cross-Cultural Differences in Motivations and Perceived Interactivity: A Comparative Study of American and Korean Internet Users

Cultural context was used to explain cultural differences in motivations and interactivity between South Korea and the United States and showed that subjects from the low context culture had a higher degree of information and convenience motivation and perceived a higher level of human-message interaction.

Abstract

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. Key Words: Cultural Contexts Interactivity Motivations