Globalization of the Internet: Convergence or a multicultural community?

The purpose of this dissertation was to investigate cross-cultural differences in the use of the Internet. Hofstede's model of national culture was employed as the theoretical foundation for the analysis of cross-cultural differences. Davis's technology acceptance model was employed as the theoretical foundation for the analysis of Internet use. ^ Secondary data from an on-line survey of Internet users in 22 countries conducted in April 1997 by the Georgia Tech Research Corporation measured the dependent variables of Internet use and the independent variables of attitudes toward technology. Hofstede's stream of research measured the independent variables of the five dimensions of national culture. ^ Contrary to expectations, regression analyses at the country level of analysis did not detect cultural differences. As expected, regression analyses at the individual level of analysis did detect cultural differences. The results indicated that perceived usefulness was related to the frequency of Internet shopping in the Germanic and Anglo clusters, where masculinity was high. Perceived ease of use was related to the frequency of Internet shopping in the Latin cluster, where uncertainty avoidance was high. Neither perceived usefulness nor perceived ease of use was related to the frequency of Internet shopping in the Nordic cluster, where masculinity and uncertainty avoidance were low. ^ As expected, analysis of variance at the cluster level of analysis indicated that censorship was a greater concern in Germany and Anglo countries, where masculinity was high. Government regulation of the Internet was less preferred in Germany, where power distance was low. Contrary to expectations, concern for transaction security. was lower in the Latin cluster, where uncertainty avoidance was high. Concern for privacy issues was lower in the U.S., where individualism was high. ^ In conclusion, results suggested that Internet users represented a multicultural community, not a standardized virtual community. Based on the findings, specific guidance was provided on how international managers and marketers could develop culturally sensitive strategies for training and promoting Internet services. ^

The effects of cultural distance on student socialization and departure decisions

Organizational socialization theory and university student retention literature support the concept that social integration influences new recruits' level of satisfaction with the organization and their decision to remain. This three-phase study proposes and tests a Cultural Distance Model of student retention based on Tinto's (1975) Student Integration Model, Louis' (1980) Model of Newcomer Experience, and Kuh and Love's (2000) theory relating cultural distance to departure from the organization. ^ The main proposition tested in this study was that the greater the cultural distance, the greater the likelihood of early departure from the organization. Accordingly, it was inferred that new recruits entering the university culture experience some degree of social and psychological distance. The extent of the distance correspondingly influences satisfaction with the institution and intent to remain for subsequent years. ^ The model was tested through two freshman student surveys designed to examine the effects of cultural distance on non-Hispanics at a predominantly Hispanic, urban, public university. The first survey was administered eight weeks into their first Fall semester and the second at the end of their first year. Student retention was determined through their re-enrollment for the second Fall semester. Path analysis tested the viability of the hypothesis relating cultural distance to satisfaction and retention as suggested in the model. Logistic regression tested the model's predictive power. ^ Correlations among variables were significant, accounting for 54% of variance in students' decisions to return for the second year with 96% prediction accuracy. Initial feelings of high cultural distance were related to increased dissatisfaction with social interactions and institutional choice at the end of the first year and students' intention not to re-enroll. Path analysis results supported the view that the construct of culture distance incorporates both social and psychological distance, and is composed of beliefs of institutional fit with one's cultural expectations, individual comfort with the fit, and the consequent sense of “belonging” or identifying with the institution. ^