Determinants of Use Intensity in Social Networking Sites - A Cross-cultural Study of Korea and USA

This study examined the antecedents and consequences of intensity of SNS use in a cross-cultural context. A survey of 977 SNS users was performed in Korea and USA, and the causal relationship was tested using structural equation modelling. Consumer innovativeness, propensity to share information, and privacy concern affected intensity of SNS use and the usage of SNS enabled social capital. In addition, the effects of innovativeness and privacy concern on intensity of SNS use were greater in the U.S. sample than in the Korean sample. This moderation effects come from the differences of collectivism and individualism and the implications and further researches were suggested.