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Title: Cross-national differences in e-WOM influence
Authors: Christodoulides, George
Michaelidou, Nina
Argyriou, Evmorfia
Keywords: Electronic word of mouth
Product type
Purchase decisions
Consumer behaviour
Issue Date: 2012
Publisher: © Emerald Group Publishing Limited
Citation: CHRISTODOULIDES, G., MICHEALIDOU, N. and ARGYRIOU, E., 2012. Cross-national differences in e-WOM influence. European Journal of Marketing, 46(11), pp.1689-1707.
Abstract: 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.
Description: This item is Closed Access.
Version: Closed access
DOI: 10.1108/03090561211260040
URI: https://dspace.lboro.ac.uk/2134/15707
Publisher Link: http://dx.doi.org/10.1108/03090561211260040
ISSN: 0309-0566
Appears in Collections:Closed Access (Business School)

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