Do Online Social Networks in International Regions Function the Same or Differently?: Based on Korean and US Social Network Customers

In this research, we explored the relationship among Web service quality, e-customer satisfaction, and word-of-mouth (WOM) intention. This study is based on the experiences of 215 Korean and 239 U.S. online consumers accessing social networking sites, such as Cyworld (Korean web site) and Facebook (U.S. web site). Our premises were that Web service quality variables may enhance e-customer satisfaction and that a higher level of e-customer satisfaction may lead to enhanced WOM intention. We analyzed four determinants of Web service quality and their relationships to e-customer satisfaction and WOM intention. In the case of Korean consumers, the results indicate that all four Web service quality determinants were positively and significantly related to e-customer satisfaction. In the case of U.S. consumers, only two Web service quality determinants, i.e., Web content and entertainment, were positively and significantly related to e-customer satisfaction. In addition, by using a more sophisticated statistical test, we found that local-specific-national culture had a stronger influence on the relationship of the three variables, i.e., Web reliability, Web content, and online communication, with e-customer satisfaction, whereas the globally-spread Internet culture had a stronger influence on the relationship between Web entertainment and e-customer satisfaction.