期刊
COMPUTERS IN HUMAN BEHAVIOR
卷 29, 期 6, 页码 2665-2673出版社
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.chb.2013.07.006
关键词
Social network site (SNS); Facebook; Globalization; Switching cost; Cultural value; Use and gratification
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. (C) 2013 Elsevier Ltd. All rights reserved.
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