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The effects of online reviews on service expectations: Do cultural value orientations matter?

机译：在线评论对服务期望的影响：文化价值取向重要吗？

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摘要

This study aims to explore the moderating influence of cultural value orientations of consumers on their use of positive and negative electronic word of mouth eWOM (PWOM and NWOM) to develop service expectations. It uses two experimental studies. Study 1 involves analysis of the manipulated effects of consumer-generated eWOM valence with 266 consumers from three different countries. Study 2 comprises of replication of study 1 but with added marketer generated information (imagery of the firm) with 84 consumers. The findings show that cultural value dimensions of power distance and long-term orientation influence how consumers react to PWOM and NWOM. For low power distance and short-term oriented consumers, the degree of impact on expectations is much higher when they encounter NWOM versus PWOM as compared to high power distance and long-term oriented consumers. It suggests a new segmentation strategy for practitioners based on the relationship between the interpretation of online reviews and cultural orientation of individual consumers.
机译：这项研究旨在探讨消费者文化价值取向对他们使用正负电子口碑eWOM（PWOM和NWOM）以建立服务期望的适度影响。它使用两个实验研究。研究1涉及对来自三个不同国家的266名消费者的消费者产生的eWOM价的操纵效应的分析。研究2包括研究1的复制，但添加了由84个消费者组成的营销人员生成的信息（企业形象）。研究结果表明，权力距离和长期取向的文化价值维度影响消费者对PWOM和NWOM的反应。对于低功率距离和短期目标消费者，与高功率距离和长期目标消费者相比，当他们遇到NWOM与PWOM时，对期望的影响程度要高得多。它基于在线评论的解释与个人消费者的文化取向之间的关系，为从业者提出了一种新的细分策略。

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