Impact of Network Properties and Cultural Orientation on WOM Behavior - Differences between Korea and China

다국어 초록 (Multilingual Abstract)

This research aims to substantiate cross-culturally the relationships among shopping experiences, social network properties and word-of-mouth behavior. The research objectives of this study are three-fold; First, this study aims to confirm whether three network properties (tie strength, centrality, and range) influence WOM behavior.
Second, the study verifies if cultural orientation (individualism and uncertainty avoidance) causes the differences in WOM behavior. Third,the study investigates whether consumers’ cultural orientation moderates the relationship between the social network properties and WOM behavior. To achieve these objectives cross-culturally, two nationality groups composed of Korean and Chinese consumers were compared. The result indicates that network centrality affects WOM behaviors, and that uncertainty avoidance orientation causes WOM quantity as well as quality for both nationality groups. Finally uncertainty avoidance and individualism orientation had a moderating impact on WOM quality and quantity, respectively.

참고문헌 (Reference)

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