Title: A comparison study of smartphone acceptance between Korea and the USA

Authors: Chang Mo Jung; Won-Moo Hur; Yeonshin Kim

Addresses: School of Business Administration, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul, South Korea ' School of Business Administration, Pukyong National University, 599-1 Deayon3-dong, Nam-gu, Busan, South Korea ' Department of Business Administration, Myongji University, 34 Geobukgol-ro, Seodaemun-gu, Seoul, South Korea

Abstract: This research empirically tested cultural differences in the relationship between the components of unified theory of acceptance and use of technology (UTAUT) and trust. Using an online survey to collect data from mobile phone service users in Korea and the USA, we found two meaningful outcomes that may improve the understanding of technology acceptance behaviour. First, trust in smartphones significantly increased usage intentions, whereas trust formation was affected by users' expectancy of both performance and effort. Second, the relationship between the proposed UTAUT model constructs differed between the two countries. These findings indicate that trust in technological artefacts plays an important role in explaining technology adoption, and that culture may moderate the extent to which the antecedents of the technology acceptance model affect trust and usage intentions. Implications for practitioners are discussed, and suggestions for future research are provided.

Keywords: cross-culture study; technology adoption; smartphones; trust; UTAUT model; mobile communications; smartphone acceptance; Korea; United States; USA; cultural differences; culture; technology acceptance; mobile phones; cell phones; usage intentions.

DOI: 10.1504/IJMC.2015.070064

International Journal of Mobile Communications, 2015 Vol.13 No.4, pp.433 - 453

Received: 19 Aug 2013
Accepted: 04 Jul 2014

Published online: 26 Jun 2015 *

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