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Cross‐national differences in e‐WOM influence

George Christodoulides (Birmingham Business School, University of Birmingham, Birmingham, UK)
Nina Michaelidou (Birmingham Business School, University of Birmingham, Birmingham, UK)
Evmorfia Argyriou (Aston Business School, Aston University, Birmingham, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 9 November 2012




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.


A 2(e‐WOM valence and order: negative versus positive most recent)×2(product type: experience versus search)×3(purchase intentions at t1, t2, t3) repeated‐measures factorial design is used to test a set of hypotheses developed from the literature.


Chinese consumers are susceptible to recent e‐WOM comments regardless of their valence, while UK consumers anchor on negative information regardless of the order in which it is acquired. This holds particularly for experience products.


This cross‐national study contributes to the scarce literature on the impact of e‐WOM on consumer purchase decisions by comparing UK and Chinese consumers. The authors suggest that culture moderates the development of product evaluations following exposure to e‐WOM.



Christodoulides, G., Michaelidou, N. and Argyriou, E. (2012), "Cross‐national differences in e‐WOM influence", European Journal of Marketing, Vol. 46 No. 11/12, pp. 1689-1707.



Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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