This research do a cross-cultural study by examine the differences of online review textual content between China, America and Australian. Through the online review text segmentation, classifying words by coding schema, calculating word proportion of each category, the research analyzes the differences of online review textual content from the aspects of textual type, content preference and textual emotion. The research finds that, cultural differences have significant effect on the online review textual type, Chinese customers prefer to describe objective facts while American & Australian customers prefer to describe subjective feelings; For textual emotion, Chinese customers prefer to express negative emotions while American & Australian customers prefer to express positive emotions. But cultural differences show no significant effect on the online review content preference.
Zhang, Liyi and Li, Li, "The Differences of Online Review Textual Content: A Cross-Cultural Empirical Study" (2018). WHICEB 2018 Proceedings. 66.