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Cross-cultural differences in uses of online experts

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  • Obal, Michael
  • Kunz, Werner

Abstract

Existing research on how consumers utilize online reviewers to make purchasing decisions has generally taken a Western viewpoint. However, the majority of new online consumers come from Eastern nations. Therefore, the present article takes a cross-cultural view of how consumers from Eastern nations, such as China and India, respond to expert and non-expert online reviewers, in comparison with consumers from Western nations, such as the United States and Canada. The results from an experimental study of 134 North American respondents and 132 Asian respondents reveal that Asians are more likely to rely on advice from an online reviewer, while North Americans are more skeptical of and less reliant on non-expert reviewers. Asians are more forgiving of non-experts and do not necessarily distinguish between experts and non-experts when deciding on whom to rely. This article thus highlights a clear difference between Asian and North American expectations of online reviewers.

Suggested Citation

  • Obal, Michael & Kunz, Werner, 2016. "Cross-cultural differences in uses of online experts," Journal of Business Research, Elsevier, vol. 69(3), pages 1148-1156.
  • Handle: RePEc:eee:jbrese:v:69:y:2016:i:3:p:1148-1156
    DOI: 10.1016/j.jbusres.2015.08.030
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    5. Benedikt M. Brand & Cristopher Siegfried Kopplin & Theresa Maria Rausch, 2022. "Cultural differences in processing online customer reviews: holistic versus analytic thinkers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1039-1060, September.
    6. Kong, Juan & Lou, Chen, 2023. "Do cultural orientations moderate the effect of online review features on review helpfulness? A case study of online movie reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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