Social Networking Sites: An Exploration of the Effect of National Cultural Dimensions on Country Adoption Rates

Abstract

This study investigates the impact of the several dimensions of Hofstede's cultural framework on the adoption rates of social networking sites (SNS) across 30 countries, while controlling for a country's median age, its urban population level and mobile internet penetration. Hierarchical regressions are conducted. Our findings reveal that three cultural dimensions, i.e., masculinity/femininity, uncertainty avoidance and long-term orientation, significantly impact nations' adoption levels of SNS above and beyond the effects of median age and urban population level. While there is a growing body of literature that examines the influence of national culture on the adoption and use of a variety of high-tech innovations and services mediated by these technologies, our study is among the first to specifically relate cultural perspectives to country adoption levels of social networking sites using an array of cultural dimensions. We provide a theoretical framework and supporting empirical evidence to underscore the importance of understanding how culture impacts consumers' SNS adoption behavior across countries. Implications from our findings, limitations and directions for future research are provided.