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Electronic Word-of-Mouth and its Effects on Potential Tourists’ Perceived Credibility of Social Networking Site Information and Purchase Intention: A Cross-cultural Study of the United States and Korea

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초록

This study examines the relationship between SNS users' electronic Word-of -Mouth(eWOM) communication and perceived credibility of SNS information as well as association of the eWOM and purchasing intention for tourism services. Research was conducted cross-culturally to investigate the differences between American and Korean college students' eWOM behaviors and their perceptions to purchase tourism services. Individual and collective cultural contexts effected eWOM behavioral differences since it was found that all three eWOM, opinion seeking, opinion giving, and opinion passing behavior, positively impacted Korean respondents' perceived credibility of SNS message and consequently their purchase intention. However, in the American respondents, opinion seeking and passing behavior were the only factors influencing SNS message credibility and purchase intention. Additionally, American respondents were more likely to engage in eWOM communication and to have a purchase intention than Korean respondents did.

Abstract

This study examines the relationship between SNS users' electronic Word-of -Mouth(eWOM) communication and perceived credibility of SNS information as well as association of the eWOM and purchasing intention for tourism services. Research was conducted cross-culturally to investigate the differences between American and Korean college students' eWOM behaviors and their perceptions to purchase tourism services. Individual and collective cultural contexts effected eWOM behavioral differences since it was found that all three eWOM, opinion seeking, opinion giving, and opinion passing behavior, positively impacted Korean respondents' perceived credibility of SNS message and consequently their purchase intention. However, in the American respondents, opinion seeking and passing behavior were the only factors influencing SNS message credibility and purchase intention. Additionally, American respondents were more likely to engage in eWOM communication and to have a purchase intention than Korean respondents did.

참고문헌 (54)

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