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

Authors:
Junho Choi;Jaemin Jung;Sang-Woo Lee
Affiliations:
Graduate School of Information, Yonsei University, Seoul, Republic of Korea;Graduate School of Information & Media Management, KAIST, Seoul, Republic of Korea;Graduate School of Information, Yonsei University, Seoul, Republic of Korea
Venue:
Computers in Human Behavior
Year:
2013

Citing 13
Cited 0

A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology

Information Systems Research
A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies

Management Science
Development of measures of online privacy concern and protection for use on the Internet

Journal of the American Society for Information Science and Technology
The acceptance and use of a virtual learning environment in China

Computers & Education
Online Persuasion in Facebook and Mixi: A Cross-Cultural Comparison

PERSUASIVE '08 Proceedings of the 3rd international conference on Persuasive Technology
Analysis of users and non-users of smartphone applications

Telematics and Informatics
The behavior chain for online participation: how successful web services structure persuasion

PERSUASIVE'07 Proceedings of the 2nd international conference on Persuasive technology
Cultural differences, experience with social networks and the nature of "true commitment" in Facebook

International Journal of Human-Computer Studies
Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students

Computers in Human Behavior
What is the most important factor in switching blogs?

International Journal of Web Based Communities
Perceived usefulness, perceived ease of use, and user acceptance of information technology

MIS Quarterly
User acceptance of information technology: toward a unified view

MIS Quarterly
How demanding is social media: Understanding social media diets as a function of perceived costs and benefits - A rational actor perspective

Computers in Human Behavior

Quantified Score

Hi-index	0.00

Visualization

Abstract

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.