온라인 구전정보 중립성과 맥락 유형이 온라인 네트워크 유대감에 미치는 영향: 미국과 중국 비교

The Effect of eWOM Unbiased Information and Context Types on Online Network Connectedness: Comparison between the U.S and China

Purpose- This research investigate the effects of unbiased information and context types (information-oriented vs. emotion-oriented) of eWOM information on online network connectedness. Particularly, it examines how cultural difference (U.S vs, China) moderate the effects. Design/methodology/approach- This study collected 492 from college students living in the U.S and in the China. In case samples have purchased a product on line within the last 3 months. A groups design is designed to identify cultural differences. The collected data verified the hypothesis through the SPSS analysis. Findings- Findings revealed that the effects on online network connectedness are stronger in the case where there is unbiased information and emotion-oriented eWOM rather than instances when biased information and information-oriented eWOM exists. Moreover, online network connectedness is more influenced by eWOM among China consumer than among U.S. consumer. In addition, the effect of unbiased information eWOM on online network connectedness is stronger for the U.S consumers than for China consumers. Finally, the effect of emotion-oriented eWOM on online network connectedness is stronger for China consumers than for U.S. consumers. Research implication- The study results have unbiased information and emotion-oriented eWOM is found to be important in online WOM marketing management. Also the results have managerial implications in a cultural context for online marketing communication and global marketing strategy.