Cross-Cultural Differences in Electronic Word-of-Mouth Influence on Purchase Intention

An empirical study

Masterarbeit , 2016 , 103 Seiten , Note: 74%

BWL - Offline-Marketing und Online-Marketing

International marketers are trying to encourage positive electronic word-of-mouth (eWoM) about their products and services. The question of whether consumers in different cultures respond differently to eWoM is critical if marketers are to leverage the potentially global power of eWoM. The central objective of this study is to critically evaluate whether espoused national cultural values at the individual level influence the effect of eWoM on consumers’ purchase intention.

Prior cross-cultural eWoM research mostly studied culture at the country level. This paper draws on perspectives in cultural psychology and cross-cultural research that argue that individuals espouse national cultural values to different degrees. Therefore, predicting the influence of culture on individuals’ behaviour necessitates to assess cultural values by personality tests at the individual level of analysis.

Yet, no research can sufficiently answer the question of how individual level culture may influence the effect of eWoM on purchase intention. The present research addresses this gap by measuring espoused national cultural values of power distance, uncertainty avoidance, individualism/collectivism, and masculinity/ femininity at the individual level of analysis and investigating their influence on the effect of eWoM on purchase intention.

An experiment, using a repeated measures design, was conducted with 100 subjects from 18 countries. The results reveal that, as expected, consumers’ purchase intentions are significantly higher after reading eWoM than after reading factual information on a company website. Further, the results show that, contrary to expectations, this effect is not significantly influenced by the national cultural values an individual espouses. This implies that traditional market segmentations based on culture are of limited relevance in the online market place. Theoretical and managerial implications are discussed.

Inhaltsverzeichnis (Table of Contents)

• Chapter 1: Introduction
• 1.1 Research Objective and Questions
• 1.2 Dissertation Structure
• Chapter 2: Theoretical Background
• 2.1 Definition of Culture
• 2.2 Justification of Adopted Conceptualisation
• Chapter 3: Literature Review
• 3.1 From WoM to eWoM
• 3.2 Purchase Intention
• 3.3 Culture
• 3.3.1 Cultural Convergence
• 3.3.2 Espoused National Cultural Values
• 3.3.3 Power Distance (PD)
• 3.3.4 Uncertainty Avoidance (UA)
• 3.3.5 Individualism/Collectivism (IND/COL)
• 3.3.6 Masculinity/Femininity (MAS/FEM)
• Chapter 4: Research Methodology
• 4.1 Research Philosophy
• 4.2 Approach to Theory Development
• 4.3 Research Design and Purpose
• 4.4 Research Strategy
• 4.5 Experimental Parameters
• 4.6 Pretest
• 4.7 Measurement
• 4.7.1 Measurement of Culture
• 4.7.2 Measurement of Purchase Intention
• 4.8 Sampling
• 4.8.1 Volunteer Sampling
• 4.8.2 Convenience Sampling
• 4.8.3 Sample Size and Response Rate
• 4.9 Research Instrument
• 4.10 Pilot Test
• 4.11 Experimental Procedure
• 4.12 Ethical Principles
• 4.13 Methodological Limitations
• Chapter 5: Research Analysis and Findings
• 5.1 Demographic Profile of the Sample
• 5.2 Scale Reliability
• 5.3 Descriptive Statistics
• 5.4 Paired Samples T-Test
• 5.4.1 Justification
• 5.4.2 Check for Outliers
• 5.4.3 Assumption Checks
• 5.4.4 Results
• 5.5 Multiple Regression Analysis
• 5.5.1 Justification
• 5.5.2 Check for Outliers
• 5.5.3 Assumption Checks
• 5.5.4 Results
• Chapter 6: Discussion
• 6.1 Findings on the Effect of eWoM on Purchase Intention (RQ1)
• 6.2 Findings on the Influence of Espoused National Cultural Values on the Effect of eWoM on Purchase Intention (RQ 2-5)

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation aims to investigate the influence of electronic word-of-mouth (eWoM) on purchase intention, specifically exploring whether espoused national cultural values at the individual level impact this relationship. The study critically evaluates the effect of eWoM on purchase intention across different cultures, addressing the gap in existing research that primarily focuses on culture at the country level.

• The impact of eWoM on purchase intention
• The role of espoused national cultural values in shaping consumer behavior
• The influence of individual-level cultural values on the eWoM-purchase intention relationship
• The implications of cultural values for online marketing strategies
• The limitations of traditional market segmentations based on culture in the online marketplace

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 introduces the research objective and questions, outlining the study's focus on investigating the influence of eWoM on purchase intention, particularly in relation to individual-level cultural values. The chapter also presents the dissertation structure, providing a roadmap for the subsequent chapters.

Chapter 2 delves into the theoretical background, defining the concept of culture and justifying the adopted conceptualization for the study. It lays the foundation for understanding the role of culture in shaping consumer behavior and its potential impact on eWoM influence.

Chapter 3 provides a comprehensive literature review, exploring the evolution of word-of-mouth (WoM) to electronic word-of-mouth (eWoM) and the concept of purchase intention. It then examines the multifaceted nature of culture, including cultural convergence, espoused national cultural values, and the specific dimensions of power distance, uncertainty avoidance, individualism/collectivism, and masculinity/femininity.

Chapter 4 outlines the research methodology employed in the study, encompassing the research philosophy, approach to theory development, research design, and strategy. It details the experimental parameters, pretest, measurement methods, sampling techniques, research instrument, pilot test, experimental procedure, ethical principles, and methodological limitations.

Chapter 5 presents the research analysis and findings, providing an in-depth examination of the data collected. It includes a demographic profile of the sample, scale reliability, descriptive statistics, paired samples t-test, and multiple regression analysis. The chapter analyzes the results of these statistical tests, shedding light on the relationships between eWoM, purchase intention, and espoused national cultural values.

Chapter 6 delves into the discussion of the findings, interpreting the results and drawing insights from the data analysis. It explores the effect of eWoM on purchase intention, examining the influence of espoused national cultural values on this relationship. The chapter also discusses the implications of these findings for both theoretical understanding and managerial practice.

Schlüsselwörter (Keywords)

The study focuses on the key concepts of electronic word-of-mouth (eWoM), culture, espoused culture, espoused cultural values, and purchase intention. The research investigates the influence of individual-level cultural values on the relationship between eWoM and purchase intention, exploring the limitations of traditional market segmentations based on culture in the online marketplace.

• Hochschule: University of Warwick
• Note: 74%
• Autor: Nicklas Westphal (Autor:in)
• Erscheinungsjahr: 2016
• Seiten: 103
• Katalognummer: V354876
• ISBN (eBook): 9783668423510
• ISBN (Buch): 9783668423527
• Sprache: Englisch
• Schlagworte: Word of Mouth, online marketing, digital marketing, influencer marketing, electronic word of mouth, ewom, mund zu mund, culture, cross-cultural, purchase intention, espoused culture