The role of uses and gratifications in developing user satisfaction and positive electronic word of mouth(eWOM)on Facebook; A cross cultural study between South Korea and Tanzania
The role of uses and gratifications in developing user satisfaction and positive electronic word of mouth(eWOM)on Facebook; A cross cultural study between South Korea and Tanzania
- 주제(키워드) Final , Thesis
- 발행기관 아주대학교
- 지도교수 강민철
- 발행년도 2017
- 학위수여년월 2017. 2
- 학위명 석사
- 학과 및 전공 일반대학원 경영정보학과
- 실제URI http://www.dcollection.net/handler/ajou/000000024993
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
With the world today going digital, there is need to deeply understand why different social networking users opt to recommend different users across networks to a specific product or service offered through electronic word-of-mouth(eWOM). Through this platform people have the potential to reach a wide range of users within a short period. This research therefore poses to investigate the role of the uses and gratifications in developing user satisfaction and hence enhance positive electronic word of mouth on Facebook with national culture as a moderator. To give us a clear insight of how we can test the moderating effect of culture, we decided to use Hofstede cultural dimensions of Individualism/collectivism, Uncertainty avoidance and Long/short-term orientation from the possible six of the Hofstede model to help in providing a better conclusion of how SNS users from South Korea and Tanzania are gratified. Data was then collected using online and offline methods using a survey questionnaire representing a total sample size of 285 respondents from both countries. With the use of the structural equation modeling to examine our model and found out that there was a significant difference in the user’s motivation of joining and using social networking sites in the two countries. We also found out that culture is a very important antecedent of determining the user’s gratification of social networking sites.
more목차
1. Introduction 1
1.1. Research Background 1
1.2. Research Purpose and Research Question 4
1.3. Research Procedure 5
2. Literature Review 6
2.1. Electronic Word of Mouth (eWOM) and Social Networking Sites 6
2.2. Uses and Gratification Theory(UGT) and SNS use 8
2.3. Literature Review on Satisfaction 12
2.4. Culture and SNS use 13
3. Research Model and Hypothesis 16
3.1. Research Model 16
3.2. Uses and Gratification Factors for SNSs Commercial Use 17
3.2.1. Hedonic Value 17
3.2.2. Information Seeking 18
3.2.3. Social Enhancement 19
3.3. User Satisfaction and Enhancing eWOM 19
3.4. Culture and SNS Use. 20
3.4.1. Individualism/Collectivism 20
3.4.2. Long-term Orientation 21
3.4.3. Uncertainty Avoidance 22
4. Research Methodology 24
4.1. Data Collection 24
4.2. Measurements 26
5. Data Analysis and Results 26
5.1. Data Analysis 26
5.2. Results 27
5.2.1. Measurement Model 27
5.2.2. Structural Model Analysis 31
6. Discussion 34
6.1. Research Findings 34
6.2. Theoretical Implications 37
6.3. Practical Implications 39
7. Conclusions 40
7.1. Research Summary 40
7.2. Limitations and Further Studies 40
References 42
Appendix A. Survey Questionnaire 50
