The effects of individualism–collectivism cultural orientation on eWOM information

Chuan Luo, Jing Wu, Yani Shi and Yun Xu

International Journal of Information Management, 2014, vol. 34, issue 4, 446-456

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.

Keywords: Information credibility; Espoused culture; Elaboration likelihood model (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ininma:v:34:y:2014:i:4:p:446-456

DOI: 10.1016/j.ijinfomgt.2014.04.001

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