Global, International, and Cross Cultural Research in Info Systems (SIG CCRIS)
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Paper Type
Complete
Paper Number
1008
Description
Trustworthiness can make a review helpful for customers. As trust formation is influenced by national culture, generalization of the trust effect may not always work for another culture. However, the trust effect on review helpfulness has been studied mainly in one country, the US. To fill in this gap, we examine how review contents and reviewer information can have different impacts on review evaluation of customers by national culture in two countries-US and Germany. As a result, trust antecedents are overall important in elevating review quality, but the review contents are more valued in an individualistic culture (US) while reviewer information is more important in culture scoring high in uncertainty avoidance (Germany). Interestingly, we also found that visual information, a picture, has a different role depending on the culture. These results can offer business implications so that multinational e-commerce companies need to have culture-specific strategies in review management.
Recommended Citation
Kim, Youngeui and Srite, Mark, "Trust Effect on Online Reviews Across National Culture" (2021). AMCIS 2021 Proceedings. 1.
https://aisel.aisnet.org/amcis2021/global_cross_cultural_is/global_cross_cultural_is/1
Trust Effect on Online Reviews Across National Culture
Trustworthiness can make a review helpful for customers. As trust formation is influenced by national culture, generalization of the trust effect may not always work for another culture. However, the trust effect on review helpfulness has been studied mainly in one country, the US. To fill in this gap, we examine how review contents and reviewer information can have different impacts on review evaluation of customers by national culture in two countries-US and Germany. As a result, trust antecedents are overall important in elevating review quality, but the review contents are more valued in an individualistic culture (US) while reviewer information is more important in culture scoring high in uncertainty avoidance (Germany). Interestingly, we also found that visual information, a picture, has a different role depending on the culture. These results can offer business implications so that multinational e-commerce companies need to have culture-specific strategies in review management.
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