Does culture affect evaluation expressions? A cross-cultural analysis of Chinese and American computer game reviews

摘要

Purpose - The purpose of this paper is to look at product reviews from a cross-cultural perspective.rnProduct reviews are potentially an influential form of marketing communication, as well as a predictorrnof sales performance. With Hofstede's typology as a backdrop, the basic proposition of this study isrnthat collectivistic cultural values place more emphasis on giving face to others, even in impersonalrnsocial environments, resulting in them giving more positive product reviews than their individualisticrncounterparts.rnDesign/methodology/approach -- The paper uses content analysis of Chinese and Americanrncomputer game reviews to test the hypotheses.rnFindings - The results showed that Chinese reviews use fewer negative comments and give higherrnfinal ratings for the same set of products than their American counterparts. In addition, Chinese reviewsrnshowed a lower consistency between their evaluative comments and their final ratings. Also confirmed isrna common belief that final ratings are a summary of the evaluative comments of the review-texts.rnResearch limitations/implications - Future research is invited.rnPractical implications - Theoretically, the study refines the understanding of differences betweenrnindividualistic and collectivistic cultures. Practically, it is suggested that if consumers' cultural valuesrnare reflected in product reviews, international marketers should weigh and balance possible culturalrnbias when they decode evaluations of their products from reviews published in other countries' media.rnOriginality/value - Product reviews are a rich but ignored resource with high marketing value. It isrnhoped that the study can stimulate both marketing researchers and practitioners to make tetter use ofrnproduct reviews to further understand marketing phenomena and make better marketing decisions.