The relationship between culture and on-line search behavior
Item
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Title
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The relationship between culture and on-line search behavior
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Identifier
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d_2009_2013:a05171792601:10771
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identifier
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11094
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Creator
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Muro Flomenbaum, Jaime,
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Contributor
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Isak Taksa
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Date
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2011
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Language
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English
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Publisher
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City University of New York.
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Subject
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Information science | Web studies | Cross Culture Communication | Culture | Hofstede | Information retrieval | Search Engines | UTAUT
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Abstract
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Internet based information retrieval systems, commonly called search engines such as Google and Yahoo, play a vital role in the Internet searching experience. Regardless of the goal pursued by a user when accessing the Internet, the use of a search engine to complete such a goal is generally unavoidable. The need to use a search engine is independent of task, subject matter, or even the context where such a query is happening.;Culture affects all activities and endeavors of individuals. It influences the frame of reference that people use to evaluate problems and situations, make decisions, and reach conclusions. Consequently, the cultural background of a person affects on-line behavior.;The purpose of this study is to validate the Culture On-Line Search (COLS) model. This model rests on the Unified Theory of Acceptance and Use of Technology (Venkatesh and Morris 2003) and Hofstede's (1980) cultural dimensions as theoretical foundation. These models were integrated to establish a link between the dimensions identified by Hofstede and the use of search engines. Hypotheses were developed to evaluate how Hofstede's cultural variables moderate the relationships between performance expectancy, effort expectancy, social influence and behavioral intention. Analysis of the model suggests that individuality, power distance, uncertainty avoidance, and time horizon moderate these relationships. These results reveal that the level of uncertainty avoidance and time horizon affect the relationship between effort expectancy and behavioral intention. Furthermore, the level of individuality and power affect the relationships between social influence and behavioral intention.;While similar research exists, the uniqueness of this work lays on the fact that nationality is not used as a proxy for culture. Culture is operationalized by using the Hofstede Survey Value Model and rating participants with respect to different culture dimensions. The novelty of this approach extends the ability to generalize conclusions because results do not link behavior to specific nationality but to dimensions of culture. In addition, the proposed model can be extended, since it can be modified and applied to other information systems. Future research may include re-testing the model with other populations and systems.
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Type
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dissertation
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Source
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2009_2013.csv
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degree
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Ph.D.
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Program
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Business
