Exploring the Role of Culture in eWOM Adoption

Iryna Pentina ； Oksana Basmanova ； Lixuan Zhang ； Yuliya Ukis

《MIS REVIEW：An International Journal》 20卷2期 (2015/03) Pp. 1-26

https://doi.org/10.6131/MISR.2015.2002.01

並列摘要

Given the explosive growth of customer review sites, the questions of why and how individuals use these services in different cultures, as well as whether eWOM exerts comparable influence in different cultures, warrant comprehensive research. The majority of studies in this emerging stream are conducted in a single-country context, and do not consider the impact of cultural environment on consumers' eWOM dissemination, usage, or outcomes. To address this gap, this study compares eWOM attitudes and usage in the US (an established eWOM tradition within a developed market economy) and Ukraine (reflecting a relatively recent eWOM adoption in transitional political and institutional circumstances). We apply content analysis to in-depth interview transcripts obtained from 14 Ukrainian and 10 American consumers and compare differences in their usage and perceptions of online product reviews.

並列關鍵字

eWOM ； Communication Culture ； Uncertainty Avoidance ； Ukraine ； Cross-Cultural Study ； Customer Review ； Reviewer Credibility ； Website Trustworthiness ； Review Persuasiveness

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