Does national culture explain consumers’ reliance on online reviews? Cross-cultural variations in the effect of online review ratings on consumer choice

作者：

Highlights：

• This study compares the effect of online review ratings by the consumer’s cultural orientations.

• The effect of online reviews on consumer decisions is varied by culture.

• The cross-cultural variations are significantly explained by multivariate cultural values.

• We specify cultural values that increase or decrease consumers’ reliance on online reviews.

摘要

•This study compares the effect of online review ratings by the consumer’s cultural orientations.•The effect of online reviews on consumer decisions is varied by culture.•The cross-cultural variations are significantly explained by multivariate cultural values.•We specify cultural values that increase or decrease consumers’ reliance on online reviews.

论文关键词：Online review,Online Word of Mouth,Cross-cultural study,Cultural dimensions

论文评审过程：Received 31 March 2019, Revised 1 June 2019, Accepted 13 July 2019, Available online 26 July 2019, Version of Record 17 August 2019.

论文官网地址：https://doi.org/10.1016/j.elerap.2019.100878