earticle

영어

The purpose of this study is to compare the characteristics of Web 2.0 service adoption among the countries with different cultural backgrounds by collecting data from Korea, US, and Spain. We conducted MANCOVA analysis by using county as an independent variable representing unique cultural background, information technology capability (ITC) as covariate, and two dependent variables for Web 2.0 services including Social Networking Tool (SNT) and Task Support Tool (TST). The results of this study show that culture and ITC strongly influences the adoption of Web 2.0 services. Korean group is using Web 2.0 services mainly for social networking whereas US group is using them more for conducting their individual task. On the other hand, Spain group is using Web 2.0 Service for both purposes.