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A Comparison of Mobile Application Adoption Between Chinese and Us College Students

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A Comparison of Mobile Application Adoption Between Chinese and Us College Students WHY DO WE CHOOSE THIS APP? A COMPARISON OF MOBILE APPLICATION ADOPTION BETWEEN CHINESE AND US COLLEGE STUDENTS Chenjie Zhang A Dissertation Submitted to the Graduate College of Bowling Green State University in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY August 2018 Committee: Louisa Ha, Advisor Patrick D. Pauken Graduate Faculty Representative Lisa Hanasono Kate Magsamen-Conrad © 2018 Chenjie Zhang All Rights Reserved iii ABSTRACT Louisa Ha, Advisor The present cross-cultural study applies the regulatory focus theory developed by Higgins and modifies the cultural dimensions proposed by Hofstede to explore and compare the relationships between cultural values and the focused strategic means college consumers use in China and the US. In total, 377 Chinese and 403 US college students participated in a survey to reveal the relations between variables of app download and their cultural values. In addition, for a deeper and insightful understanding of the app download behavior, the method of semi-structured interview was used to raise participants’ and the researcher’s consciousness of and critical reflections upon app download processes and experiences. The research results are five-fold: First, Chinese college students share similar scores of four cultural dimensions with the US college students, and there is no difference in indulgence between the two countries. Second, country is a more powerful variable than cultural dimensions in model testing in terms of differentiating consumers’ regulatory focus. US consumers are more likely to be promotion focused and Chinese consumers are likely to be prevention focused. Third, promotion focused consumers are likely to seek both hedonic and utilitarian gratifications, and to heuristically process information. Fourth, US consumers and consumers who are seeking hedonic gratifications will download more apps of the same type. Finally, the interview data indicate that consumers consider many aspects when evaluating apps. The results of this study also reveal that social norm and perceived behavioral control are important factors affecting the decision-making process in terms of gratifications sought. Social norm also affects regulatory focus and heuristic processing. Future studies of mobile app adoption should iv include more variables such as application type (e.g., engagement level, free vs. pay, etc.) and other gratifications sought such as social and communication. To ensure the validity of research results, this study triangulates surveys and interviews and provides breadth and depth in describing the commonalities and differences in decision-making process between China and the US. The results of the study build an understanding of regulatory focus and decision-making process of app download while also contributing to the knowledge of media marketing. v ACKNOWLEDGMENTS I would like to express my greatest appreciation to my committee members without whom this dissertation would not be possible. Dr. Louisa Ha, my advisor and chair of my committee, thank you for guiding and supporting me throughout the whole process of this project. Your availability to meet with me as often as needed and your timely feedback have made me feel encouraged and confident. You always keep me on the right track and show me what to do in terms of working on the project in an efficient way. Dr. Kate Magsamen-Conrad, thank you for your knowledge and insightful guidance regarding the social scientific research methods in this project and your timely and invaluable helps in the data analysis. Dr. Lisa Hanasono, thank you for the hard work you put into reviewing and critiquing my dissertation drafts and being supportive of my work. Dr. Patrick Pauken, thank you for giving valuable comments and suggestions which inspired me to think more carefully and profoundly about the progress of and arguments in my project. Also, my thanks go to Jianyu Li and Yingqi Wang who have given time out of their busy schedule for back-translation of my survey questionnaire and providing helpful feedback. My gratitude also goes to Dr. Xiaoyan Liu and Yingqi Wang, from Shenzhen University, who helped me to recruit participants in China. I also want to thank my cohort at BGSU who help me to advertise my survey in their classes. Likewise, I want to sincerely thank the countless and nameless college students volunteered their time to participate in the surveys and interviews for this study. This study would not have received great raw data for analysis without their support. Last, but not least, I greatly appreciate my family and friends in China and the US, who are the very source motivating me for my academic pursuits! vi TABLE OF CONTENTS Page CHAPTER I. INTRODUCTION ......................................................................................... 1 Importance of Mobile Applications in China and the US ......................................... 1 Diversity of app use ...................................................................................... 5 Role of regulatory focus in app selection ..................................................... 6 Gratifications sought ..................................................................................... 7 Apps and software download ......................................................................... 8 Information processing and regulatory focus ................................................ 9 Culture and mobile app .................................................................................. 11 Other factors ................................................................................................... 12 Research Problem Statement .................................................................................... 14 Significance of the Study .......................................................................................... 16 Organization of Dissertation ..................................................................................... 21 Summary ................................................................................................................... 22 CHAPTER II. LITERATURE REVIEW ............................................................................ 23 Regulatory Focus Theory (RFT) ............................................................................... 23 Moderator of the Effects of Regulatory Focus ......................................................... 30 Cultural orientations ...................................................................................... 30 Gratifications Sought ................................................................................................ 36 Information Processing ............................................................................................. 46 Heuristic & systematic model ....................................................................... 48 Heuristic processing indicators ......................................................... 50 vii Systematic processing indicators ...................................................... 51 Social norm as a moderator of information processing .................... 52 Perceived behavioral control as a moderator of information processing .......................................................................................... 53 Regulatory focus directly affect information processing .................. 56 Mobile App Research ............................................................................................... 58 App adoption ................................................................................................. 58 App use ......................................................................................................... 63 App effect ...................................................................................................... 67 Many alternative apps (diverse) vs few download (selective) ...................... 71 Demographics and Smartphone Storage ................................................................... 72 Summary ................................................................................................................... 73 CHAPTER III. THEORY AND CONCEPTUAL FRAMEWORK .................................... 74 Conceptual Framework of the Study ........................................................................ 74 Independent variable: total regulatory focus ................................................. 74 Cultural orientation’s effect on regulatory focus .......................................... 77 Download behavior ....................................................................................... 79 Mediators of regulatory focus’ effects on download behavior ..................... 79 Salient gratifications sought .............................................................. 79 Information processing style ............................................................. 82 Salient gratifications sought and information processing ..... 82 Regulatory focus and information processing ...................... 84 Social norm as a moderator of information processing ........ 85 viii Perceived behavioral control as a moderator of information processing ............................................................................. 86 App selection style ............................................................................ 86 Hypotheses and Research Questions .......................................................................
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