외국구전과 국내구전이 브랜드 태도에 미치는 영향에 관한 연구 = The Influence of Foreign vs. Domestic WOM on Consumer Brand Attitude

다국어 초록 (Multilingual Abstract)

Previous research on Word-of-Mouth(WOM) has focused on the WOM communication between domestic consumers. The purpose of this research is to explore the influence of foreign WOM occurred by foreigners in online context. The authors predict that the influence of foreign WOM will be different from domestic WOM based on Social Identity Theory. In addition, we explore mediators which explain why the influence of foreign WOM occurs. Two experiments are conducted for testing our predictions. Research shows several findings. First, when the message is negative, the negative impact of foreign WOM on brand attitude is weaker than domestic WOM. In contrast, when the message is positive, foreign WOM has stronger impact on brand attitude than domestic WOM. Second, the influence of negative foreign WOM is mediated by perceived level of derogation. Finally, the impact of positive foreign WOM is mediated by level of collective self-esteem. Lastly, we discuss theoretical and practical implications and suggest the direction of future research based on the limitation of our research.

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