Cross-national differences in e-WOM influence

Purpose: This paper aims to present a cross-national study that investigates changes in purchase intentions of UK versus Chinese consumers following exposure to successive e-WOM comments in the form of positive and negative user reviews for experience versus search products. Design/methodology/appro...

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Bibliographic Details
Main Authors: George Christodoulides, Nina Michaelidou, Evmorfia Argyriou
Format: Default Article
Published: 2012
Subjects:
Other commerce, management, tourism and services not elsewhere classified
Electronic word of mouth
Reviews
Product type
Valence
Purchase decisions
Cross-national
Consumer behaviour
Internet
Business and Management not elsewhere classified
Online Access:https://hdl.handle.net/2134/15707
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