Comparison of Web 2.0 technology acceptance level based on cultural differences

Sun Joo Yoo, Wen-Hao Huang

Research output: Contribution to journalArticlepeer-review


In order to inform educators in higher education on the integration of Web 2.0 applications for engaging and effective learning experiences, this survey study compared the use and acceptance of Web 2.0 applications between American and Korean college students through the lens of cultural differences. Undergraduate students were recruited to participate in this study in the U. S. and the South of Korea, producing 183 usable responses. Targeting six Web 2.0 applications (blogs, instant messenger, online social communities/Facebook, online video sharing/YouTube, online video & audio conference/Skype, and social virtual communities/Second Life) the survey investigated five categories of technology acceptance based on the Unified Theory of Acceptance and Use of Technology. Significant differences on utilization level and the anxiety level for using them were found in numerous Web 2.0 applications. Korean students responded that most Web 2.0 applications are apprehensive for them to use when compared to their counterparts in the U.S.. The study further discussed the observed differences based on cultural theories and their implications on Web 2.0 learning technology integration.

Original languageEnglish (US)
Pages (from-to)241-252
Number of pages12
JournalEducational Technology and Society
Issue number4
StatePublished - Dec 1 2011


  • Cultural difference
  • Technology preferences
  • Web 2.0

ASJC Scopus subject areas

  • Education
  • Sociology and Political Science
  • Engineering(all)

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