중국 소비자의 문화적 가치, 통제위치 및 온라인 구전정보 의존도와의 관계에 관한 연구 = A Study on the Relationships among Chinese Consumers` Cultural Value, Locus of Control and e-WOM Information Reliance

다국어 초록 (Multilingual Abstract)

Consumers generally make purchase decisions based on two types of information processing when they are exposed to persuasive messages like electronic word-of-mouth (e-WOM). The two types of information processing are heuristic and systematic information processing. While the former is dependent upon systematic information, the latter puts more focus on heuristic information to make a purchase decision. On the other hand, the types of persuasive information can be different because of individual characteristics like cultural value and locus of control. Cultural value and locus of control are very useful to forecast consumer behavior and are recognized as the determinant for the types of persuasive information. However, the previous research did not validate the impact of cultural value on e-WOM, and locus of control did not gain much attention from academics. Therefore, this study tries to empirically test the relationships among cultural value, locus of control, and e-WOM on the individual level. To do this, we reviewed the previous research thoroughly and research hypotheses were established based on those reviews. The test results show the importance of individual cultural value in the context of e-WOM and verify the mediating role of locus of control in enhancing the effects of cultural value.

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