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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.