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    题名: Exploring the Role of Culture in eWOM Adoption
    作者: Pentina, Iryna;Basmanova, Oksana;Zhang, Lixuan;Ukis, Yuliya
    关键词: eWOM;Communication Culture;Uncertainty Avoidance;Ukraine;Cross-Cultural Study;Customer Review;Reviewer Credibility;Website Trustworthiness;Review Persuasiveness
    日期: 2015-03
    上传时间: 2016-08-16 16:23:10 (UTC+8)
    摘要: Given the explosive growth of customer review sites, the questions of why and how individuals use these services in different cultures, as well as whether eWOM exerts comparable influence in different cultures, warrant comprehensive research. The majority of studies in this emerging stream are conducted in a single-country context, and do not consider the impact of cultural environment on consumers` eWOM dissemination, usage, or outcomes. To address this gap, this study compares eWOM attitudes and usage in the US (an established eWOM tradition within a developed market economy) and Ukraine (reflecting a relatively recent eWOM adoption in transitional political and institutional circumstances). We apply content analysis to in-depth interview transcripts obtained from 14 Ukrainian and 10 American consumers and compare differences in their usage and perceptions of online product reviews.
    關聯: 資管評論, 20(2), 1-26
    MIS review
    数据类型: article
    DOI 連結: http://dx.doi.org/10.6131/MISR.2015.2002.01
    DOI: 10.6131/MISR.2015.2002.01
    显示于类别:[MIS review(資管評論)] 期刊論文

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    20(2)-1-26.pdf346KbAdobe PDF2806检视/开启


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