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The main purpose of the paper is to identify the factors of social networking sites (SNS) that influence individual users’ choice in foreign markets (cultures) and to determine endogenous characteristics (age and gender) differentiating this choice. Besides, the specific objective of the paper is to indicate interdependencies between the importance of particular factors of SNS and the devices used by users. The literature studies have been enriched with empirical studies carried out in China, Poland, and the United States. Empirical research was conducted with the use of a quantitative research method such as paper and electronic inquiry forms (CAWI), filled out by the respondents themselves. Referring to the importance of the characteristic features of SNS, it needs to be emphasized that the results of the empirical studies showed little differences among the researched countries. It was noted that the endogenous characteristics of users, such as gender and age, differentiate the significance of particular elements. The greatest interdependencies between the endogenous factors and the elements of SNS were observed in the Chinese group. The research also showed great significance of mobile devices in using SNS. The presented results have a significant application value for business entities creating SNS and their mobile applications in the foreign market.

Factors Influencing the Choice of Social Network Sites in the Light of Cross-cultural Research