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Impact Of National Culture On Online Consumer Review Behavior

Author

Listed:
  • Jianwei Lai
  • Peng He
  • Hsien-Ming Chou
  • Lina Zhou

Abstract

This research aims to investigate culture impact on the content of helpful online consumer reviews. Two distinct cultures, American and Chinese, were selected for comparison. The hypothesized culture effects were empirically examined with online customer reviews data collected from both amazon.com and amazon.cn. The data was first analyzed with a qualitative method to encode the content of online reviews, and then the encoded data were analyzed with a quantitative method to test the hypotheses. The results show that American reviews are more likely to express their own opinions on products and American reviews contain more recommendations to others than Chinese reviews. In addition, Chinese and American customer reviews focus on different aspects of the products. The findings of this study can be used to improve customer relationship and product marketing in globalized e-commerce.

Suggested Citation

  • Jianwei Lai & Peng He & Hsien-Ming Chou & Lina Zhou, 2013. "Impact Of National Culture On Online Consumer Review Behavior," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 7(1), pages 109-115.
    • Handle: RePEc:ibf:gjbres:v:7:y:2013:i:1:p:109-115
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    References listed on IDEAS

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    1. Nanda Kumar & Izak Benbasat, 2006. "Research Note: The Influence of Recommendations and Consumer Reviews on Evaluations of Websites," Information Systems Research, INFORMS, vol. 17(4), pages 425-439, December.
    2. Aaker, Jennifer L & Maheswaran, Durairaj, 1997. "The Effect of Cultural Orientation on Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 315-328, December.
    3. Geert Hofstede, 1983. "The Cultural Relativity of Organizational Practices and Theories," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 14(2), pages 75-89, June.
    4. Blocker, Christopher P., 2011. "Modeling customer value perceptions in cross-cultural business markets," Journal of Business Research, Elsevier, vol. 64(5), pages 533-540, May.
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    Cited by:

    1. King, Robert Allen & Racherla, Pradeep & Bush, Victoria D., 2014. "What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 167-183.
    2. Shavitt, Sharon & Barnes, Aaron J., 2020. "Culture and the Consumer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 40-54.
    3. Makoto Nakayama & Yun Wan, 2019. "Same sushi, different impressions: a cross-cultural analysis of Yelp reviews," Information Technology & Tourism, Springer, vol. 21(2), pages 181-207, June.

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    More about this item

    Keywords

    Online Customer Reviews; Cross-Culture Perspectives; Linguistic Features; Multinational Business; Amazon.com; Amazon.cn;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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