Cultural influence on using mobile instant messaging applications to develop and maintain friendships

Abstract

Mobile instant messaging (MIM) applications have gained popularity in recent years. Their useful and effective features help users communicate more effectively. Communication technology adoption requires an understanding of cultural factors. In this study, there are four cultural dimensions evaluated: collectivism (COL), masculinity (MAS), power distance (PWR), and uncertainty avoidance (UA). These four cultural dimensions of a country were studied in order to understand their relation to two constructs of friendship development (FD) and relationship management (RM). Furthermore, this study examines the relationship between those two constructs and people’s intentions to continue utilizing MIM. Three hundred and twenty-one respondents from Taiwan participated in an online survey. The PLS-SEM method was used to perform the data analysis. In the study, a significant correlation was found between collectivism and friendship development and relationship management. However, masculinity does not have a significant impact on friendship development. A high power distance does not negatively affect relationship management. A high power distance has a significant positive effect on relationship management. An increase in uncertainty avoidance does not negatively affect friendship development. However, an increase in uncertainty avoidance has a significant positive effect on friendship development. MIM apps for friendship development and relationship maintenance are impacted by four cultural dimensions. These findings provide theoretical and practical implications for insight into these factors.