Toward an understanding of individualism, collectivism and technostress on social network sites: evidence from China and Germany
by Nils Bernard Bienek; Christina Gross; Richard Lackes; Markus Siepermann
International Journal of Mobile Communications (IJMC), Vol. 23, No. 3, 2024

Abstract: Social network sites (SNSs) are popular worldwide, but despite the ongoing process of globalisation, usage varies widely from country to country. Reasons for this are manifold, and require further research. In addition to different platforms, cultural differences can also lead to different levels of usage. This paper aims to examine the different factors which influence SNS usage. For this, a survey of 281 Chinese and German users was conducted. While China is the archetype of a collectivist society, Germany is considered to be more individualistic. The results show that social reasons and technostress (TS) influence usage behaviour. In particular, the influence of social reasons on subjective norms and further on perceived usefulness towards SNSs is greater among Chinese users. Interestingly, TS seems to be non-culturally influenced.

Online publication date: Fri, 05-Apr-2024

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