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A Cross-Cultural Study of Interpersonal Information Exchange

Author

Listed:
  • Niraj Dawar

    (University of Western Ontario)

  • Phillip M Parker

    (INSEAD)

  • Lydia J Price

    (Hong Kong University of Science and Technology)

Abstract

Research conducted primarily in the United States has shown that interpersonal influence arising from opinion exchange behavior is an important factor in consumers' product adoption and brand choice decisions. An important managerial question in the international arena is whether information-giving and seeking behaviors depend on culture. In a study representing eleven nationalities, we explore the role of culture in moderating consumers' opinion exchange behavior. Results indicate that the cultural characteristics of power distance and uncertainty avoidance [Hofstede 1980] influence the focus of consumers' product information search activities, but not their tendencies to share product-related opinions with others. Following earlier opinion leadership studies, we find that individual characteristics such as product category interest and involvement are most indicative of active opinion leadership behavior.© 1996 JIBS. Journal of International Business Studies (1996) 27, 497–516

Suggested Citation

  • Niraj Dawar & Phillip M Parker & Lydia J Price, 1996. "A Cross-Cultural Study of Interpersonal Information Exchange," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 27(3), pages 497-516, September.
  • Handle: RePEc:pal:jintbs:v:27:y:1996:i:3:p:497-516
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    Citations

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    Cited by:

    1. Alden, Dana L. & Kelley, James B. & Youn, James B. & Chen, Qimei, 2016. "Understanding consumer motivations to interact on brand websites in the international marketplace: Evidence from the U.S., China, and South Korea," Journal of Business Research, Elsevier, vol. 69(12), pages 5909-5916.
    2. Brinja Meiseberg, 2014. "Trust the artist versus trust the tale: performance implications of talent and self-marketing in folk music," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 38(1), pages 9-42, February.
    3. Kustin, Richard Alan, 2004. "Marketing mix standardization: a cross cultural study of four countries," International Business Review, Elsevier, vol. 13(5), pages 637-649, October.
    4. repec:eee:touman:v:63:y:2017:i:c:p:42-53 is not listed on IDEAS
    5. Mooradian, Todd A. & Swan, K. Scott, 2006. "Personality-and-culture: The case of national extraversion and word-of-mouth," Journal of Business Research, Elsevier, vol. 59(6), pages 778-785, June.
    6. Christopher Schlägel & Birgitta Wolff, 2007. "Country-Specific Effects of Reputation and Information: A Comparison of Online Auctions in Germany, the UK, and the US," FEMM Working Papers 07027, Otto-von-Guericke University Magdeburg, Faculty of Economics and Management.
    7. repec:eee:jbrese:v:82:y:2018:i:c:p:354-363 is not listed on IDEAS
    8. Ollo-López, Andrea & Bayo-Moriones, Alberto & Larraza-Kintana, Martín, 2011. "The impact of country-level factors on the use of new work practices," Journal of World Business, Elsevier, vol. 46(3), pages 394-403, July.
    9. Yang, Zhiyong & Laroche, Michel, 2011. "Parental responsiveness and adolescent susceptibility to peer influence: A cross-cultural investigation," Journal of Business Research, Elsevier, vol. 64(9), pages 979-987, September.
    10. Shiu, Edward & Walsh, Gianfranco & Hassan, Louise M. & Parry, Sara, 2015. "The direct and moderating influences of individual-level cultural values within web engagement: A multi-country analysis of a public information website," Journal of Business Research, Elsevier, vol. 68(3), pages 534-541.
    11. Walsh, Gianfranco & Elsner, Ralf, 2012. "Improving referral management by quantifying market mavens’ word of mouth value," European Management Journal, Elsevier, vol. 30(1), pages 74-81.
    12. Cleveland, Mark & Laroche, Michel, 2007. "Acculturaton to the global consumer culture: Scale development and research paradigm," Journal of Business Research, Elsevier, vol. 60(3), pages 249-259, March.
    13. Choi, Jayoung & Geistfeld, Loren V., 2004. "A cross-cultural investigation of consumer e-shopping adoption," Journal of Economic Psychology, Elsevier, vol. 25(6), pages 821-838, December.
    14. Bathaee, Atieh, 2011. "Culture affects consumer behavior: Theoretical reflections and an illustrative example with Germany and Iran," Wirtschaftswissenschaftliche Diskussionspapiere 02/2011, University of Greifswald, Faculty of Law and Economics.
    15. repec:eee:riibaf:v:41:y:2017:i:c:p:79-89 is not listed on IDEAS
    16. Qu, Wen Guang & Yang, Zhiyong & Wang, Zhongming, 2011. "Multi-level framework of open source software adoption," Journal of Business Research, Elsevier, vol. 64(9), pages 997-1003, September.
    17. Soares, Ana Maria & Farhangmehr, Minoo & Shoham, Aviv, 2007. "Hofstede's dimensions of culture in international marketing studies," Journal of Business Research, Elsevier, vol. 60(3), pages 277-284, March.

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