The effects of individualism-collectivism cultural orientation on eWOM information

摘要

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. 274data 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.