Earticle

초록

영어

Recently, the concept of web site stickiness receives attention as a measure of strategy to influence user’s visit and behavior on web sites. Web site stickiness means site visit frequency and stay duration. This study investigates the moderating effect of espoused national cultural values on Internet community stickiness with the assumption that dimensional values of national culture can be internalized as individual’s espoused values. Espoused values (i.e., espoused national cultural values) are defined as the degree to which an individual embraces the values of his or her national culture. Our findings can be summarized as follows. First, femininity and power distance moderate the influence of user participation on Internet community stickiness. Second, uncertainty avoidance and power distance moderates the effect of social influence on Internet community stickiness. However, femininity and collectivism do not moderate the effect of social influence on Internet community stickiness. Third, uncertainty avoidance, femininity, and collectivism moderate the influence of network effect on Internet community stickiness. Fourth, masculinity does not moderate the influence of usefulness on Internet community stickiness.

목차

Abstract
 1. Introduction
 2. Theoretical Background
  2.1 Technology Adoption Model
  2.2 Motivation Theory
  2.3 National Culture and Individual’ Espoused Values
 3. Research model and hypotheses
  3.1 User participation
  3.2 Social influence
  3.3 Network effect
  3.4 Usefulness
 4. Research methodology
  4.1 Data collection
  4.2 Survey items
 5. Analysis results
  5.1 Measurement model
  5.2 Structural model
  5.3 Discussion
 6. Conclusion
  6.1 Summary of findings
  6.2 Implications and future research agenda
 Reference
 Appendix

키워드

저자

• Sun-Dong Kwon [ Assistant professor, Department of MIS, Chungbuk National University ]
• Hee-Dong Yang [ Associate professor, Ewha Womans University ] Corresponding Author
• Hualong Fang [ Ph.D Candidate of Department of MIS, Chungbuk National University ]
• Mi-Hyun Ko [ Ph.D Candidate of Department of MIS, Chungbuk National University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005