Cultural Influence on Koreans' Continuous Use Behavior: A Case of the South Korean Government Portal Website

Abstract

Although South Korea's e-government development is in a leading position worldwide, its government portal websites are not very popular with the public. Koreans are reluctant to use government portal websites continuously. One possible reason is that culture influences citizens' continuous use behavior. For the first time, this paper introduces the national culture model and nudge theory into the research of the citizens' continuous use of government portal websites. Based on the national cultural model, this study established a model of influencing factors on the citizens' continuous use of government portal websites. Through hierarchical regression analysis, this paper finds that the citizens' continuous use of South Korean government portal websites is influenced by three cultural dimensions: power distance, femininity, and long-term orientation. In view of these results, this paper discusses these Korean cultures that influence citizens' continuous use behavior of government portal websites. Furthermore, combined with the nudge theory, this paper puts forward some countermeasures for the Korean government to improve the citizens' continuous use of government portal websites.