Does Foreign Language Proficiency Help to Enhance Sustainable Online Brand Community Experiences? Modeling the Predictors of Movie Information Sharing Behavior for Young Chinese Students Staying in Korea

Abstract

Building upon studies on the information diffusion theory of a viral marketing survey, this study aims to understand the effect of young Chinese students' online information sharing behavior on online brand community and determine the relationship among telepresence, flow-attention focus, flow-perceived enjoyment and electronic word-of-mouth depending on the level of the foreign students' Korean language proficiency. Here, 178 valid data are obtained from an online survey of social networking service users who live in Korea and are experienced in using online movie brand communities. SmartPLS 2.0 is utilized to determine the relationship between variates. Statistical analysis shows that telepresence is applicable to the Chinese students' online perceived enjoyment and attention focus, which both positively affect trust and movie information sharing behavior. Language proficiency has a significant moderation effect on the model. This study offers insights toward attaining a better understanding of online communication behaviors and establishing marketing strategies that are extendable to young Chinese students staying in Korea. This finding helps movie distributors to develop effective foreigner-inclined information diffusion strategies. This study contributes to the impact factor on consumer information sharing behavior and adds language proficiency as a moderator to determine consumer behavior.