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The effects of individualism–collectivism cultural orientation on eWOM information

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  • Luo, Chuan
  • Wu, Jing
  • Shi, Yani
  • Xu, Yun

Abstract

Drawing upon elaboration likelihood model (ELM) and espoused culture, this study predicts that eWOM reader's individualism–collectivism orientation (ICO) moderates eWOM antecedent factors’ effects on the perception of information credibility. 274 data were collected from two leading electronic word-of-mouth (eWOM) forums in China, the results confirm our prediction: eWOM reader's ICO positively moderates information sidedness’ effect on the perception of information credibility, it also negatively moderates the relationships between information consistency/information rating and information credibility. These findings validate the necessity and importance to consider readers’ espoused cultural differences in eWOM context.

Suggested Citation

  • Luo, Chuan & Wu, Jing & Shi, Yani & Xu, Yun, 2014. "The effects of individualism–collectivism cultural orientation on eWOM information," International Journal of Information Management, Elsevier, vol. 34(4), pages 446-456.
    • Handle: RePEc:eee:ininma:v:34:y:2014:i:4:p:446-456
    DOI: 10.1016/j.ijinfomgt.2014.04.001
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