소매환경에서 소비자의 구전의도에 미치는 영향에 관한 연구: 조절효과를 중심으로

초록

With the growth of retail industry, studies have been more interested in WOM behavior in a retail context. Also, so far, there is no empirical work on developing a WOM behavior model which explains culture and repurchase intentions as moderators in retail context. Accordingly, the current research is to develop moderators applicable to retail industry and to compare WOM behavior between the two cultures(Korea and USA). The extant review of studies related to WOM behavior, two possible antecedents, service quality and store effectiveness are proposed. A cross-culture online survey is conducted and 903 usable questionnaires are collected. Significant differences are identified in the linkages of service quality to WOM behavior across cultures and repurchase intentions. This research findings will contribute to the WOM research field by suggesting cultures and repurchase intentions as moderators of WOM behavior in the retail contexts. These results help practitioners better understanding differences in WOM behavior across cultures or gaining a strategic perspective of the management of retailers.

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