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Despite the importance of electronic word-of-mouth (eWOM) in e-commerce transactions on the global market, there is still limited understanding about the effect of eWOM sequence and its psychological mechanism in cross-cultural settings. Therefore, the purpose of this paper is to investigate the differences in brand attitude changes according to the eWOM sequence, as well as cross-culturally, based on thinking styles. Furthermore, the authors examine the moderated mediation effect of perceived cognition congruency across cultures to explain its underlying mechanism.

The authors use a 2 (eWOM sequence: positive/negative, negative/positive) × 2(culture: East (South Korea), West (USA)) factorial design. Perceived cognition congruency is measured as a within-group variable.

First, brand attitude changes in the West (USA) for the negative/positive presentation order are significantly larger than for the positive/negative presentation order, while, in the East (South Korea), no significant differences exist. Second, in the Westerner group (analytical thinking style), the perceived cognition congruency shows a significant difference according to the eWOM sequence, whereas in the Easterner group (holistic thinking style), the perceived cognition congruency does not show a significant difference according to the eWOM sequence.

As such, a strategic interpretation of the mixed eWOM presentation order across cultures is needed. In the West, interest and attention are necessary for the eWOM sequence. However, in the East, a different strategic approach, except for the presentation order of mixed eWOM, is required. The other elements of the mixed eWOM, such as attribute type or intensity of negative information, need to be considered for mixed eWOM management.

This study expands the existing body of knowledge on the sequence effect of mixed eWOM. Furthermore, it provides strategic direction and practical implications for mixed eWOM-driven information management, focusing on sequence in cross-cultural settings.

The purpose of this paper is to examine how consensus and sequence of electronic word-of-mouth (eWOM) presented on online hotel review Web sites affect consumers’ attitudes toward the company and intention to stay at a hotel.

This experiment used a 2 (consensus: high/low) × 3 (sequence: positive-negative, neutral, negative-positive) between-subjects design. A total of 165 usable data samples were gathered. Both consensus and sequence were manipulated.

The study revealed that the review consensus overrides the impact of the review sequence such that when review ratings are substantially consistent, consumers’ attitudes and intentions to stay at a hotel are not influenced by the sequence of reviews.

Other variables such as prior experience with the hotel or biases toward the hotel can affect consumer reactions to such online reviews. Future studies need to reflect on such variables that can moderate or mediate the impact of eWOM consensus and sequence.

Our findings suggest that the online consumer review summary information should be used to control the customer message process and when consumer reviews conflict, managers should take note of the sequence in which consumers read the reviews.

This paper adds to the body of scholarly research related to consumer information processing and further demonstrates how individuals integrate opinions from several reviews, especially in the online context.

This paper aims to summarize peer-reviewed journal articles on national cultures and electronic word of mouth (eWOM) behavior, identify the main findings and patterns among those studies and discuss research gaps that need to be addressed in the future.

A systematic review process was utilized to analyze peer-reviewed journal articles on both eWOM and national cultures. The main research questions were defined, then proceeded by the identification of exclusive and inclusive criteria to search for relevant articles, which were further filtered based on abstracts and full texts, and then scrutinized for main findings and major variables such as countries, cultural variables and data collection methods.

An analysis of 52 papers shows that national cultures, primarily Hofstede's dimensions, influence the willingness of individuals to share eWOM, how they write eWOM and the extent to which they use eWOM to make decisions. Although the reviewed studies have provided insightful implications for marketing theory and practice, the present paper has identified a number of important questions that warrant future research attention.

eWOM is continually being employed as a popular source of information for consumers throughout different countries to make their purchase decisions. However, eWOM behavior differs from country to country due to national cultures, and managers' eWOM strategies that work in one country may not be applicable in another. Therefore, there has been an increasing interest in this topic. Nevertheless, it remains unclear which subjects have been addressed and what areas are yet to be investigated. This paper presents a comprehensive review of how national cultures affect eWOM behavior by drawing upon prior research and provides directions for future research contributions.

This paper analyses the interrelationships between emotions, the cognitive information cues of online reviews and intention to follow the advice obtained from digital platforms, paying special attention to the moderating effect of the sequencing of review valence.

The data were collected from 830 Spanish Tripadvisor users. In a two-step approach, a measurement model was estimated and a structural model analysed to test the proposed hypotheses. SmartPLS 3.0 software was used. The moderating effect of sequencing of reviews is tested.

The data analysis showed a bias effect of review sequence on the impact of online information cues and emotions on intention to follow advice obtained from Tripadvisor. When the online reviews of a restaurant begin with positive commentaries, their perceived persuasiveness is a stronger driver of the pleasure and arousal elicited by online reviews than when they begin with negative reviews. On the other hand, the perceived helpfulness of online reviews only triggers arousal when the user reads negative, followed by positive, comments. The impact of pleasure on intention to follow the advice provided in an online travel community is higher with positive-negative than with negative-positive sequences.

While researchers have demonstrated the benefits of customer reviews on company sales, a largely uninvestigated issue is the interplay between emotions and cognitive information cues in the processing of online reviews. This is one of the first studies to examine the moderating effect of conflicting reviews on the impact of emotions and cognitive information cues on consumer intention to follow the advice obtained from digital services.

This study aims to examine how technologies contribute to consumer loyalty in the tourist industry. To achieve this objective, information and communication technology (ICT) development and electronic word-of-mouth (eWOM) are analysed to explore their direct and indirect effects on satisfaction and loyalty dimensions. The moderating role of customer characteristics (personal and experience-related variables) is also considered to study the complex relationship between satisfaction and loyalty.

A quantitative study based on a questionnaire structured was developed. The survey was conducted with 386 guests from Spanish hotels. SEM methodology is applied to estimate the structural equation model and multi-group analysis.

Results confirm significant relationships in the sequence “ICT advancement-satisfaction with ICT-satisfaction with hotel-loyalty”, the mediating effect of eWOM and the moderating effects of the customer characteristics.

ICT can be a key element to improve loyalty and differentiate from competitors. Managers should recognise that customers will have different loyalty behaviours according to their personal characteristics and type of experience.

This paper contributes to the recent and still scanty research line on ICT advancement from the consumer perspective. The novelty lies in the relationships between ICT, satisfaction and loyalty in hotels with particular attention to WOM (both personal and electronic) and the inclusion of different moderating variables.

本论文旨在评估科技在旅游产业顾客忠诚中的作用。为此, 本论文分析了ICT研发和eWOM对顾客满意和顾客忠诚的直接和间接影响。本论文还分析了顾客特点（个人方面和体验方面的多个变量）在顾客满意和顾客忠诚之间的复杂关系的调节作用。

研究样本采集通过结构问卷的方式, 共搜集386位西班牙酒店顾客的问卷, 采用SEM方法做定量分析, 评估了结构方程模型和多组分析。

研究结果肯定了“ICT发展-顾客对ICT满意-顾客对酒店满意-顾客忠诚”这一系列逻辑关系。此外, 研究结果还肯定了eWOM的间接作用, 以及顾客特点的调节作用。

研究表明ICT可以作为提高顾客忠诚和区分竞争者的关键因素。经营者应该认识到不同的顾客特点和体验类别对顾客忠诚有着不同的作用。

本论文对从消费者角度出发研究ICT发展的稀少文献有着显著贡献。其特别之处在于本论文整体研究了对ICT、顾客满意、酒店忠诚、WOM（线上与线下）、以及多个调节变量等一系列关系。

：信息和通讯技术（ICT）、口碑效应（WOM）、在线口碑效应（eWOM）、顾客满意、顾客忠诚、酒店业

This study aims to investigate if different types of negative electronic word-of-mouth (eWOM) have various negative effects on the attitude of the consumer toward a product (Laptop) and whether this newfound attitude remains unaffected by the subsequent influence of positive eWOM.

A quantitative study in Germany was conducted. In the two-part experimental setting, first, a factorial repeated-measures between-subjects design was used in which the types of negative eWOM have been manipulated. The second part is characterized by a mixed between–within subjects design to test the durability of attitudinal changes.

The results demonstrate that destructive and ethical eWOM only provoke a small decline in consumer attitude compared to functional product criticism. Furthermore, the examination shows that renewed positive eWOM can improve the attitude, whereas ethical criticism is the most difficult to correct.

The study views negative eWOM differentiated. Researchers could adopt this approach by analyzing online communication more precisely. Ambivalent relationships between negative eWOM and their outcomes can be explained.

The findings lessen the fear of permanent loss of brand reputation caused by negative reviews. The harmful effects on the attitude can be compensated through targeted marketing management actions. The study shows which content companies need to focus on.

Previous literature has predominantly overlooked the complex nature of negative eWOM. Therefore, the study provides first empirical results about the divergent effect of different content types of negative eWOM on consumer attitude toward a product. Additionally, the durability of consumer negativity could be measured over time.

This study utilizes social communication theory as the framework to examine the influence of personality on young word-of-mouth (WoM) and electronic word-of-mouth (eWoM) audiences across the US, France and Germany and explores relationships between personality traits and cultural dimensions.

An adaptation of the consumer susceptibility to interpersonal influence (CSII) scale measured WoM influence in an online review context. After pretesting and validating the consumer susceptibility to online review influence (CSRI) scale in Luxemburg, hypotheses were tested, and research questions were explored in a multi-group structural equation model based on French, German and US samples.

Personality traits are negatively linked to CSRI as well as to CSII across the three countries. Overall, the stronger the personality traits, the weaker the online and offline WoM influence seems. In contrast to France, results for the US and Germany show that young people are either more susceptible to WoM or to eWoM influence. Results imply tendencies for a potential interaction effect between power distance and openness to new experience on WoM and partially on eWoM.

Earned media is more effective among audiences with weaker personality structures. Stronger personalities may prefer to serve as senders of WoM and eWoM (influencers). The non-uniform results between WoM and eWoM susceptibility across the countries favor earned media strategies optimized on a country basis and psychological targeting when communicating online review results.

This study expands knowledge of individual (personality traits) and country similarities and differences across France, Germany and the US and how they affect earned media (WoM and eWoM) influence.

Based on the foundations of the schema theory, the elaboration likelihood model (ELM) and customer experience literature, this research examines how the interplay between a consumer's previous shopping experience(s) and perceived credibility of negative online word-of-mouth (PCNWOM) leads to improved consumer–firm relationship quality (RQ).

The authors utilised series of scenario-based experiments (N = 918) to test the research hypotheses.

The authors show that a focal customer's previous shopping experiences attenuate the perceived credibility of negative word-of-mouth on social media by other customers, which in turn weakens consumer–firm RQ. The authors also show that positive and negative perceptual experiences are asymmetric.

First, the online shopping experiences described in the experimental scenarios were generic and did not refer to any particular product/service. Thus, calibrating products and services into categories, and studying how product type differences impact online shopping experiences warrant further research.

From a practical perspective, the authors demonstrate that not only does enhancing consumer–firm relationship quality demand meticulous integration of consumers' website and social media experiences but also in positive vs negative perception scenarios, RQ wane as review frequency increases.

The authors contribute significant insight into the existing literature by specifically adopting the premise that consumers' previous online shopping experience(s) will influence how credibly they will perceive negative online WOM posted on social media.

This paper aims to explore the factors that influence Generation Y’s positive or negative electronic word-of-mouth (eWOM) behavior via social media and mobile technology in the foodservice sector. Three types of dining experiences were examined: positive and negative customer experiences and negative customer service followed by a satisfactory recovery package.

A survey was adopted to test the factors posited to influence Generation Y consumers in these service contexts. Participants were recruited through Amazon Mechanical Turk , and multi-group structural equation modeling was performed to analyze the data.

Active use of social media and peer influence had a sweeping influence on Generation Y’s intentions to engage in eWOM about their service experiences. Technological sophistication with mobile technology influenced Generation Y to spread positive or negative service experiences, rather than satisfactory recovery experiences. Family influence had a mixed influence on Generation Y subgroups (21-24 years old vs 25-35 years old) to engage in eWOM about their satisfactory or poor service experiences. In satisfactory recovery experiences, family influence showed no significant influence on Generation Y’s eWOM behaviors.

This study enriches online reviews and eWOM marketing theories, adds to service failure and recovery literature and enhances understanding of consumer behavior expressed by Generation Y through the empirical investigation of Generation Y consumers’ behavioral motivations to engage in eWOM through social media and mobile technology.

Engaging Generation Y consumers with social media campaigns and mobile technology development is not merely sufficient in eWOM marketing strategies. Instead, it is essential to create integrative peer communities to motivate Generation Y consumers to engage in eWOM marketing. Marketers need to pay attention to the mixed effects of family influences on the eWOM behaviors of subgroups of Generation Y in positive or negative service experiences.

Given the scarcity of consumer behavior research into Generation Y as an emerging market segment, this paper makes an incremental contribution by developing and validating a model of factors that influence Generation Y consumers’ eWOM intentions through social networking and mobile technologies in three major service contexts: positive, negative and recovery following a service failure.

The purpose of this study is to examine the influence of online customer reviews (OCRs) and electronic word-of-mouth (eWOM) on customers’ purchase intention (PUI). This study also investigates the cultural differences between the customers in India and UK as regards the influence of OCR and customers’ PUIs.

This study has used socialisation theory, theory of reasoned action, congruity theory and expectation value theory, along with the existing literature to develop the conceptual model. The theoretical model has been validated using the PLS-SEM technique on a survey involving 305 and 280 respondents for India and UK, respectively.

The findings highlight that gender has no effect on UK customers’ PUIs, whereas age and gender have considerable impacts on Indian customers’ PUIs.

The study only examines the cross-cultural difference between a European country (UK) and an Asian country (India). Also, since the sample size is low, the findings did not represent a generic view.

The proposed model has provided important inputs to the organisations to understand consumer behaviour particularly the study would help marketing departments to formulate their marketing strategies regarding OCR and customers’ PUI.

This study is unique in understanding the implications of OCR and their influence on customer purchase decisions of UK customers and India’s customers. This study also helps to understand the impact of age and gender on OCR and PUIs.