The USA and South Korea were chosen for comparison mainly for cultural reason.
The two countries belong to distinct Western and Asian civilizations, which have been
historically shaped by different philosophies and values (Hofstede, 1993). For example,
Korean culture has long been influenced by Confucianism, whereas individualism
has largely shaped North American culture (Hofstede, 1980, 1991). Thus, there are
substantial cultural differences that will affect the relationships of the model employed
herein (Tractinsky, 1997). Accordingly, this study aims to compare the value structures
of smartphone users between the two countries. Cultural differences may significantly
contribute to differences in smartphone usage and adoption patterns between the