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Exploring Cross-Cultural Value Structure with Smartphone
Unformatted Document Text:  Abstract This study cross-surveyed smartphone users in the U.S. and Korea to determine the differences of perceived values between the countries. Factors of usability and aesthetic values are combined with theory of reasoned action. Several propositions about the strength of the model’s relationships are made. The motivations of smartphone services were analyzed cross-nationally focusing on the differences in the composition of motives in the two countries. While the results illustrate the importance of both usability and aesthetic values, the two countries show different pattern and set of values. Based on the results of this study, practical implications for cross-cultural strategies in smartphone global markets and theoretical implications for cross-country studies are recommended accordingly. Keywords: Smartphones, cross-cultural comparison, adoption, moderating effects, TRA, 2

Authors: Shin, Dong-Hee.
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This study cross-surveyed smartphone users in the U.S. and Korea to determine the 
differences of perceived values between the countries. Factors of usability and aesthetic 
values are combined with theory of reasoned action. Several propositions about the 
strength of the model’s relationships are made. The motivations of smartphone services 
were analyzed cross-nationally focusing on the differences in the composition of motives 
in the two countries. While the results illustrate the importance of both usability and 
aesthetic values, the two countries show different pattern and set of values. Based on the 
results of this study, practical implications for cross-cultural strategies in smartphone 
global markets and theoretical implications for cross-country studies are recommended 
Keywords: Smartphones, cross-cultural comparison, adoption, moderating effects, TRA, 

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