문화적 차원이 SNS상에서 소비자의 온라인 구전에 미치는 영향

This study draws culture influence on customer's electronic word of mouth in SNS(social network sites). In the Shavitt, et al. (2006)'study, the cultural dimension were classified into the vertical and horizontal and divided by individualism and collectivism. Based on these cultural dimensions, impact on the consumer's electronic WOM(word of mouth) were examined. Especially, this study focused on impact in word of mouth by cultural characteristics of people in SNS(Social network Sites) which were widely used in nowadays daily life was studied. There were a lot of studies on the cultural dimension in terms of marketing, SNS research on the impact of the purchase, and online related research on word-of-mouth, but the cultural dimension's impact on the electronic word-of-mouth in SNS is new attempt. It is significant of this research. Based on survey of 316 undergraduate students in Daegu, the cultural dimension were divided into horizontal individualism (HI), horizontal collectivism (HC), vertical individualism (VI), vertical collectivism (VC) and electronic word-of-mouth. After statistical test, we can found that the vertical collectivism impact of electronic word-of-mouth was not significant. The other cultural dimensions affects a lot on the electronic word-of-mouth. Based on the results of this study, the scope of study can be widen into various people, society or nations.