SNS에서 e-WOM의 선행변수와 e-애호도에 관한 연구: 한국과 몽골 이용자를 중심으로

Abstract

This study aims to investigate the relationship between relational antecedents of SNS, e-WOM (e-Word of Mouth) and e-loyalty of SNS users in Korea and Mongolia. In order to achieve this goal, this study has reviewed literature on e-WOM definition and previous research. This study posits that relational antecedents of SNS(tie strength, homophily, trust) are positively related to e-WOM (opinion seeking, giving, passing) and e-WOM has a positive relationship with e-loyalty. The survey questionnaire was prepared by reviewing existing literature and expert opinions. The data used in this study were collected from university and graduate students in Korea and Mongolia. The results are as follows. First, it shows that the relational antecedents of SNS is positively related to e-WOM in Korean SNS. Mongolian users are slightly different from the empirical research results in Korea. Only Thai strength and trust affect the e-WOM of Mongolian SNS users. Second, e-WOM has a positive effect on e-loyalty of SNS users in Korea and Mongolia.