How Culture Influences the Perception of Online Consumer Reviews

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Abstract

Online Consumer Reviews (OCRs) developed to an important and influential online-tool over the past years. While previous research focused on OCRsínfluence on purchase intention and sales, little attention was paid on how consumers' cultural value orientation might influence the perception of these reviews. Addressing this important research gap this study investigated how consumer's cultural value orientation along Hofstede´s dimensions influence the perceived importance of OCRs. Using a cross-sectional online survey, the study finds that cultural value orientation partly moderates the relationship between OCRs' attributes and the perceived importance of OCRs significantly. These results might indicate a shrinking influence of cultural values on consumer behaviour when using online shopping websites, which was suggested by previous studies. These findings have significant implications for the theory and practice of international retail management.
Original languageEnglish
Pages (from-to)58-76
Number of pages19
JournalInternational Journal of Business and Applied Social Science
Volume4
Issue number9
DOIs
Publication statusPublished - Sep 2018

Keywords

  • Online Consumer Reviews
  • User Generated Content
  • eCommerce
  • Culture
  • Cross Cultural Marketing
  • Online Behaviour

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