The Implications of Western Culture on Technology Use

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The Implications of Western Culture on Technology
Use

• Elizabeth Markman

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Individualistic Perspective

• Value independence from others, attending to the
  self, unique inner attributes
• Tasks maintaining internal and private thoughts,
  being unique, expressing self
• U.S. Internet Use
• 84 Email
• 67 Product/Service Information Search
• 62 News, Weather, Sports
• 42 Playing Games
• 39 Product/Service Purchases
• 35 Health Services Search
• 31 Government Services Search25
• 19 View TV/Movies, Stream Radio
• 17 Chat Rooms/List servs

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• EMAIL USE
• In recent studies using Western subjects,
  scholars found that
• email could be the choice of managerial
  communication because it
• results in frequent media richness even with
  limited non-verbal
• cues (Lee, 231).
• ONLINE CONSUMERISM
• more likely to use a calculative process to
  assess danger
• individualism promotes trust in these online
  environments
• IM USE
• more likely to participate in one to one chats
• less likely to use audio, video and emoticon
  features.

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• CELLULAR PHONE USE
• more likely than Europeans to use their phones
  in
• motor vehicles, in restaurants, in public
  restrooms, and
• in movie theaters
• MMORPG/GAME USE
• users ages range between 11 and 69
• positive results have been extrapolated from use
• FUTURE INTERFACES
• we cannot assume that every individual worldwide
  will
• benefit from the same interfaces.

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Japan
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