The moderating role of acculturation in fostering young Chinese moviegoers’ sustainable e-WOM behaviour in Korea

The purpose of this study was to determine the most important factor that determines young Chinese social network service (SNS) users’ sustainable electronic word-of-mouth (e-WOM) behaviour in Korea. This study focuses on users’ online flow experience to demonstrate sustainable e-WOM behaviour to develop a new customer base for Korean movie distributors and considers the acculturation effects in the flow theory model. We followed the flow theory...