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    Cross-national differences in e-WOM influence

    Christodoulides, George and Michaelidou, N. and Argyriou, E. (2012) Cross-national differences in e-WOM influence. European Journal of Marketing 46 (11/12), pp. 1689-1707. ISSN 0309-0566.

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    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)x2(product type: experience versus search)x3(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.


    Item Type: Article
    School: School of Business, Economics & Informatics > Management
    Depositing User: George Christodoulides
    Date Deposited: 21 Mar 2013 14:36
    Last Modified: 17 Apr 2013 12:29


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