Snapchat usage from the international perspective: comparison between the USA and South Korea

This study explored international differences in Snapchat usage between the USA and Korea by taking long-term orientation, separateness self-schema, and motivations into account. The results from an online survey revealed that both long-term orientation and separateness self-schema were associated with attitudes toward Snapchat and intention to use Snapchat. Interestingly, long-term orientation relationship had positive relationships with attitudes toward Snapchat and intention to use Snapchat in spite of the ephemeral characteristic of Snapchat. Separateness self-schema, as expected, had positive relationships with attitudes toward Snapchat and intention to use Snapchat. In terms of national differences, motivations that significantly influenced attitudes toward Snapchat and intention to use Snapchat were also found to be different between the two countries. Theoretical and practical implications are discussed.