Cross-national differences in e-WOM influence

Christodoulides, George, Michaelidou, Nina and Argyriou, Evmorfia (2012). Cross-national differences in e-WOM influence. European Journal of Marketing, 46 (11/12), pp. 1689-1707.


Purpose: This paper aims to present a cross-national study that investigates changes in purchase intentions of UK versus Chinese consumers following exposure to successive e-WOM comments in the form of positive and negative user reviews for experience versus search products. Design/methodology/approach: A 2(e-WOM valence and order: negative versus positive most recent)×2(product type: experience versus search)×3(purchase intentions at t 1, t 2, t 3) repeated-measures factorial design is used to test a set of hypotheses developed from the literature. Findings: Chinese consumers are susceptible to recent e-WOM comments regardless of their valence, while UK consumers anchor on negative information regardless of the order in which it is acquired. This holds particularly for experience products. Originality/value: This cross-national study contributes to the scarce literature on the impact of e-WOM on consumer purchase decisions by comparing UK and Chinese consumers. The authors suggest that culture moderates the development of product evaluations following exposure to e-WOM.

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Divisions: Aston Business School > Marketing & strategy
Aston Business School
Uncontrolled Keywords: consumer behaviour,cross-national,electronic word of mouth,internet,product type,purchase decisions,reviews,valence,Marketing
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Published Date: 2012-11
Authors: Christodoulides, George
Michaelidou, Nina
Argyriou, Evmorfia


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