A cultural comparison study of smartphone adoption in Uzbekistan, South Korea and Turkey

Abstract

Smartphone popularity is increasing due to the technological advances that mean manufacturers can make more sophisticated devices, and telecommunication companies can provide better connections. Gartner reported that 403 million smartphones were sold in the fourth quarter of 2015, a 9.7% increase over the same period in 2014. It is a common perception that users tend to utilise advanced technology to increase productivity. However, there are studies indicating quite opposite or alternatively slow rates of adoption. To avoid this, companies invest in studying consumer behaviour. The purpose of the study is to examine the effects of drivers and cultural differences on smartphone acceptance in three representative groups from Uzbekistan, South Korea and Turkey. Past cross-cultural studies suggest that the main factor differentiating the formation of intention among groups would be cultural differences. The results showed that cultural differences did indeed play an important role in intention formation. The significance of constructs affecting behavioural intention varied in each group, and collectivism/individualism moderated these relationships. When obtaining unified results from UTAUT and the cultural perspective, it is easier to compare group behaviours and analyze the differences. This is a good guide for managers to consider business activities for each group they target.