Predictors of electronic word-of-mouth behavior on social networking sites in the United States and Korea: Cultural and social relationship variables
- Title
- Predictors of electronic word-of-mouth behavior on social networking sites in the United States and Korea: Cultural and social relationship variables
- Author
- 이경렬
- Keywords
- eWOM; Cultural value orientations; Social relationship; SNSs; Korea; US
- Issue Date
- 2019-05
- Publisher
- PERGAMON-ELSEVIER SCIENCE LTD
- Citation
- COMPUTERS IN HUMAN BEHAVIOR, v. 94, Page. 9-18
- Abstract
- Given that consumers' electronic word-of-mouth (eWOM) communication on social networking sites (SNSs) is influenced by cultural and social background, this study examined (a) to what extent eWOM behavior is influenced by various cultural value orientations and social relationship variables and (b) how those influences differ between U.S. and Korean SNS users. The results suggest that the predictive power of cultural and social relationship variables is different between the two countries and that the difference has more to do with individual-level cultural orientation than national culture. Based on the results, several practical and theoretical implications are discussed.
- URI
- https://www.sciencedirect.com/science/article/pii/S0747563218306113https://repository.hanyang.ac.kr/handle/20.500.11754/114759
- ISSN
- 0747-5632; 1873-7692
- DOI
- 10.1016/j.chb.2018.12.025
- Appears in Collections:
- COLLEGE OF COMPUTING[E](소프트웨어융합대학) > MEDIA, CULTURE, AND DESIGN TECHNOLOGY(ICT융합학부) > Articles
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