Predictors of electronic word-of-mouth behavior on social networking sites in the United States and Korea: Cultural and social relationship variables
- Authors
- Lee, Kyung Yul; Choi, Hojoon
- Issue Date
- May-2019
- Publisher
- PERGAMON-ELSEVIER SCIENCE LTD
- Keywords
- eWOM; Cultural value orientations; Social relationship; SNSs; Korea; US
- Citation
- COMPUTERS IN HUMAN BEHAVIOR, v.94, pp.9 - 18
- Indexed
- SSCI
SCOPUS
- Journal Title
- COMPUTERS IN HUMAN BEHAVIOR
- Volume
- 94
- Start Page
- 9
- End Page
- 18
- URI
- https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/2979
- DOI
- 10.1016/j.chb.2018.12.025
- ISSN
- 0747-5632
- 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.
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Collections - COLLEGE OF COMPUTING > SCHOOL OF MEDIA, CULTURE, AND DESIGN TECHNOLOGY > 1. Journal Articles
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