Abstract
Can national culture affect consumers’ reliance on online reviews? 82% of American adults said that they saw online reviews for new purchases (Smith and Anderson, 2016). This paper takes a cultural approach to study how consumers engage in online reviews when they make purchase decisions. This study examined more than ten million transactions made on an online hotel-booking website by consumers’ nationality and five cultural dimensions. The results suggest that collectivism, femininity, uncertainty avoidance, and indulgence are positively associated with consumers’ reliance on online review ratings, while power distance tended to reduce the effect. Consumers’ reliance on online reviews was influenced by multivariate cultural values, and no single cultural value had a significant univariate effect. Consumers in Spain and Australia were most likely to rely on review ratings, and consumers in Germany and China were least dependent on online reviews.
| Original language | English |
|---|---|
| Article number | 100878 |
| Journal | Electronic Commerce Research and Applications |
| Volume | 37 |
| DOIs | |
| State | Published - 1 Sep 2019 |
Keywords
- Cross-cultural study
- Cultural dimensions
- Online Word of Mouth
- Online review
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