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首页> 外文期刊>Journal of Business Research >We're not so different: Collectivism increases perceived homophily, trust, and seeking user-generated product information
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We're not so different: Collectivism increases perceived homophily, trust, and seeking user-generated product information

机译：我们并没有什么不同：集体主义增加了同质性，信任度，并寻求用户生成的产品信息

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摘要

Knowing what predicts consumers' reliance on web-based information when making purchase decisions is crucial for managing a firm's digital marketing strategy. The present research takes a cross-cultural perspective and finds that the cultural dimension of collectivism predicts the extent to which consumers rely on user-generated, but not brand-generated, product information when making purchase decisions. Extending research on cultural mindset to self-other perceptions on social media, we identify a conditional process by which collectivism influences seeking user-generated product information. Collectivistic consumers discount differences (e.g., differences in lifestyle, personality, or political orientation) between themselves and other social media users, which fosters a sense of similarity with others (i.e., perceived homophily). Perceived homophily increases trust and, in turn, consumers' reliance on user-generated product information. We discuss implications for managers and public policy communications.
机译：知道什么可以预测消费者在做出购买决定时会依赖基于网络的信息，这对于管理公司的数字营销策略至关重要。本研究从跨文化的角度出发，发现集体主义的文化维度预测了消费者在做出购买决定时依赖用户生成的而非品牌生成的产品信息的程度。将文化心态的研究扩展到社交媒体上的自我感知，我们确定了集体主义影响寻求用户生成的产品信息的条件过程。集体消费者打折他们自己与其他社交媒体用户之间的差异（例如，生活方式，个性或政治取向的差异），这会增强与他人的相似感（即同质感）。感知同质可以增加信任度，进而增加消费者对用户生成的产品信息的依赖。我们讨论对管理者和公共政策沟通的影响。

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