The Impact of Chinese Cultural Dispositions on the SNS eWOM Behavior

중국소비자의 문화성향이 SNSs 구전행동에 미치는 영향

  • Received : 2011.11.10
  • Accepted : 2011.12.10
  • Published : 2011.12.30

Abstract

This study investigate the impacts of Chinese consumers' cultural dispositions on the WOM behaviors in SNS. Specifically, cultural dispositions in the individual-level, collectivism and uncertainty avoidance, were examined as potential predictors of eWOM behaviors in SNSs. Hypotheses are tested with a sample of 164 university students in Shanghai, China. The results of the structural equation analysis reveal that chinese consumers' collectivism in the individual-level positively affects the opinion seeking behavior. And chinese consumers' uncertainty avoidance in the individual-level positively affects the opinion seeking behavior and negatively affects the opinion giving behavior. Lastly, the opinion giving behavior positively affects the pass along behavior. Theoretical and managerial implications for Internet marketers in China were presented and discussed.