Cultural Influence on Koreans' Continuous Use Behavior

A Case of the South Korean Government Portal Website

Bibliographic Data

ID20308653
AuthorsGuo Yuanyuan (corresponding author), Yuanyuan Guo (0000-0003-0112-3005)
Year2022
Volume53
Issue4
Pages629-654
Publication date2022-11-30
Open AccessNo
TypeARTICLE
VenueKorea Observer - Institute of Korean Studies (JOURNAL)
Journal identifiersISSN: 0023-3919 • E-ISSN: 2586-3053
PublisherKorea Observer - Institute of Korean Studies (PUBLISHER)
DOI10.29152/koiks.2022.53.4.629
OpenAlexW4311535925
LanguageEN
Citations received1

Although South Korea's e-government development is in a leading position worldwide, its government portal websites are not very popular with the public. Koreans are reluctant to use government portal websites continuously. One possible reason is that culture influences citizens' continuous use behavior. For the first time, this paper introduces the national culture model and nudge theory into the research of the citizens' continuous use of government portal websites. Based on the national cultural model, this study established a model of influencing factors on the citizens' continuous use of government portal websites. Through hierarchical regression analysis, this paper finds that the citizens' continuous use of South Korean government portal websites is influenced by three cultural dimensions: power distance, femininity, and long-term orientation. In view of these results, this paper discusses these Korean cultures that influence citizens' continuous use behavior of government portal websites. Furthermore, combined with the nudge theory, this paper puts forward some countermeasures for the Korean government to improve the citizens' continuous use of government portal websites

Business · Government (linguistics) · Hofstede's cultural dimensions theory · Political science · Public relations · Marketing · Psychology · Social Psychology · Technology Adoption and User Behaviour

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Open DOI