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

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