Protective technologies -- computer technologies that secure data and systems from viruses, unauthorized access, disruptions, spyware, and other threats -- have become increasingly important in the globally networked economy and society. Yet, little is known about user attitudes and behavior and their determinants, especially across cultures. This study examines cross-cultural differences between South Korea and the United States in user behavior toward protective technologies in the context of anti-spyware technologies. The theoretical model developed is based on the framework of the theory of planned behavior and Hofstede’s cultural dimensions and indices. Several hypotheses about the moderating effect of culture on the strength of the model’s relationships were developed. The model was then empirically tested using structural equation modeling techniques and multigroup analysis. Most of the hypothesized differences were found to be statistically significant between the two cultures. Theoretical and practical implications of the study are discussed. We believe that the findings of this study could offer some insights into designing effective information security policies, practices, and technologies for different cultures and improve our knowledge about user behavior in difference cultures.
Dinev, Tamara; Goo, Jahyun; Hu, Qing; and Nam, Kichan, "User behavior toward preventive technologies – cultural differences between the United States and South Korea" (2006). ECIS 2006 Proceedings. Paper 9.