The moderating role of acculturation in fostering young Chinese moviegoers' sustainable e-WOM behaviour in Korea

Abstract

The purpose of this study was to determine the most important factor that determines young Chinese social network service (SNS) users' sustainable electronic word-of-mouth (e-WOM) behaviour in Korea. This study focuses on users' online flow experience to demonstrate sustainable e-WOM behaviour to develop a new customer base for Korean movie distributors and considers the acculturation effects in the flow theory model. We followed the flow theory approach for developing the measures of constructs and examined previous related studies to predict the relationships among the variables. Data were collected from 185 Chinese moviegoers attending Korean universities. Using SmartPLS 2.0 for statistical analysis, we found positive relationships between each pair of variables. Our research findings can offer insights to marketers who are interested in understanding the online behaviour of Chinese students in Korean universities and in establishing strategies to build relationships with them.