WHAT IS THE MOBILE INTERNET FOR? A CROSS-NATIONALSTUDY ON THE VALUE STRUCTUREOF THE MOBILE INTERNET

摘要

As the mobile Internet has been used worldwide, cross-national differences of the mobile Internet have becomernan interesting issue. The objective of this study is to explore what values people were experiencing from usingrnthe mobile Internet and how the values were related to their satisfaction across different countries. To explorernthese differences, we propose a value structure, which is an analytic framework that consists of four differentrntypes of value components of the mobile Internet services. Based on the value structure, large-scale onlinernsurveys were conducted in Korea, Japan and Hong Kong simultaneously with the same questionnaire. Resultsrnshow that value components of the mobile Internet were significantly different among the three countries. Thernrelationships between the value structures and user satisfaction also varied across the three countries.