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首页> 外文期刊>Journal of marketing communications >How 'social' are social media? A cross-cultural comparison of online and offline purchase decision influences
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How 'social' are social media? A cross-cultural comparison of online and offline purchase decision influences

机译：社交媒体有多“社交”？在线和离线购买决策影响力的跨文化比较

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摘要

Traditional word of mouth (WOM) involves personal communications among family, friends, and others. Today, social media sites like Facebook offer the possibility of electronic word of mouth (eWOM), a mediated form of WOM. Little is known about the best way for marketers to use social media. Even less is known about international differences in consumer usage of social media and how eWOM influences consumer decision-making. This study helps address that research gap and uses cultural dimensions to compare the use of social media and other information sources for consumer decision-making across 50 countries. The results indicate that the use of information sources that influence online purchase decisions strongly varies by culture. For example, relationship-oriented collectivists rely to a greater extent than individualists on social media, which are an alternative for interpersonal WOM communication. Interestingly culture affects the influence of social media on purchases differently than the influence of traditional WOM through family or friends. Furthermore, there are major differences in online complaint behavior by country, due to cultural variations.
机译：传统的口口相传（WOM）涉及家人，朋友和其他人之间的个人交流。如今，诸如Facebook之类的社交媒体网站提供了电子口碑（eWOM）（一种WOM中介形式）的可能性。对于营销人员使用社交媒体的最佳方式知之甚少。人们对社交媒体消费者使用方面的国际差异以及eWOM如何影响消费者决策的了解甚少。这项研究有助于弥补这一研究差距，并使用文化维度来比较使用社交媒体和其他信息资源进行50个国家/地区的消费者决策。结果表明，影响文化购买决策的信息源的使用因文化而异。例如，面向关系的集体主义者比个人主义者更大程度地依赖社交媒体，这是人际WOM交流的替代方法。有趣的是，文化对社交媒体对购买的影响与通过家人或朋友对传统WOM的影响不同。此外，由于文化差异，各个国家/地区的在线投诉行为也存在很大差异。

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