COMPARATIVE ANALYSIS OF CROSS-CULTURAL USER BEHAVIOR MODELS IN EDTECH: THE BRICS EXPERIENCE

Abstract

The global EdTech market is undergoing a fundamental transformation. Analytical forecasts suggest its volume could reach 572 billion USD by 2034, with a CAGR of 13–17%. Based on a comparative analysis of cross-cultural user behavior models in the BRICS countries, the most promising market cluster, the authors identified stable patterns of interaction with digital educational platforms driven by sociocultural factors in Russia, China, India, Brazil, and South Africa. By synthesizing the UTAUT2 theory and Hofstede’s cultural dimensions, the study proves that the effectiveness of EdTech ecosystems is unattainable without understanding the «cultural code» of each nation. Utilizing a user satisfaction mathematical model based on the DeLone-McLean Information Systems Success Model, Generalized Structured Component Analysis (GSCA), and a cultural damping factor, the article demonstrates how social expectations in BRICS transform the user experience, thereby altering the determinants of technological success. The findings enable to formulate recommendations within the Glocal strategy – a symbiosis of global technologies and local cultural characteristics. By 2034 the EdTech market in BRICS is projected to exceed 110 billion USD, positioning the region as a primary driver of global educational innovation.