Mobile app adoption comparison between U.S. and Chinese college students: information processing style and use frequency after download

Abstract

This study examines similarities and differences in information processing of college mobile app adopters, as age peers, in China and the U.S., by using the heuristic-systematic model as the main theoretical framework. An online self-administered survey was conducted. The results confirm that some peripheral factors affect personal factors. Some cultural orientations (power distance, indulgence, individualism, and uncertainty avoidance) influence app adopting behavior indirectly via information processing. Social norms significantly predict information processing and adopting behavior. Respondents share similar heuristic processing but show significant differences in systematic processing, which results in significantly different adopting behaviors. Some cultural orientations affect app adopting behavior through information processing, but affect heuristic processing and systematic processing differently. Not all cultural orientations influence the decision-making process, and some orientations may be moderators instead of predictors. Social norms can create strong social motivation in app adoption. Respondents are capable of processing information so perceived behavioral control is not a significant influencer in the decision-making of app adoption. Respondents are different in systematic processing but not in heuristic processing, which calls attention to cross-cultural comparisons in terms of information processing, researchers should test at the dimensional or item level before comparing at the variable level. This study extends the heuristic-systematic model by connecting peripheral factors (national culture, social norms, and perceived behavioral control) and personal factors (information processing and behavior). This study also tests the special roles of social norms and perceived behavioral control, which originated from the theory of planned behavior, as peripheral factors, and enriches the literature on information processing of decision-making. This study introduces the possibility that respondents are more different in systematic processing than heuristic processing and cultural orientations affect heuristic processing and systematic processing in different ways, and also sheds light on technology acceptance literature in terms of non-adoption.