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Cross-national differences in e-WOM influence
journal contributionposted on 2014-08-29, 10:46 authored by George Christodoulides, Nina MichaelidouNina Michaelidou, Evmorfia Argyriou
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 t1,t2,t3) 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. © Emerald Group Publishing Limited.
- Business and Economics
Published inEuropean Journal of Marketing
Pages1689 - 1707
CitationCHRISTODOULIDES, G., MICHEALIDOU, N. and ARGYRIOU, E., 2012. Cross-national differences in e-WOM influence. European Journal of Marketing, 46(11), pp.1689-1707.
Publisher© Emerald Group Publishing Limited
- NA (Not Applicable or Unknown)
Publisher statementThis work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/
NotesThis item is Closed Access.