Do Schwartz’s Value Types Matter in Internet Use of Individual Developing and Developed Nations?

Previous studies have explored the impact of culture on ICT at a national level but few focus on the impact of human values on ICT (such as the Internet) use at individual levels. This study explores the impact of individual values on Internet use at an individual level for various nations based on an economic clustering of nations, using data from the European Social Survey. For developed nations, conformity, tradition, security, and power are relevant in at least two out of the four nations. For developing nations, achievement, stimulation, self-direction, tradition and security are relevant in at least two out of four nations. These results indicate that value types have different impacts in developed and developing nations. Differences also exist within developed and developing nations