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- 저자 : 공란란(Lanlan Kong) (검색결과 1 건)
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공란란(Lanlan Kong),김형길(Hyounggil Kim),다니엘 김(Daniel J. Kim) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.3
The present study is aimed to demonstrate the causal relationships of muli-dimensional brand experience(sensory, affective, behavioral, intellectual) to pleasure and WOM intention, to investigate mediating effects of pleasure in the links between multi-dimensional brand experiences and WOM intention, and to explain the differences between South Korean and Chinese. The results are indicated as follows. First, brand experiences(sensory, affective, behavioral, intellectual) had positive effects on consumer’s pleasure in both sample. Second, it was demonstrated that brand experiences was significant causes on inducing consumers’ WOM intention for South Korean and Chinese consumers. Finally, it was demonstrated that pleasure had fully mediated in the relationship between brand experiences and WOM intention in all sample. The findings will help global marketers establish more efficient brand strategies according to the differences and similarities between South Korean and Chinese smartphone consumers.
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