Cultural differences in processing online customer reviews : holistic versus analytic thinkers

Title data

Brand, Benedikt Martin ; Kopplin, Cristopher Siegfried ; Rausch, Theresa Maria:
Cultural differences in processing online customer reviews : holistic versus analytic thinkers.
In: Electronic Markets. Vol. 32 (2022) . - pp. 1039-1060.
ISSN 1422-8890
DOI: https://doi.org/10.1007/s12525-022-00543-1

Official URL:

Abstract in another language

While the majority of studies exploring online customer reviews in the light of intercultural comparisons draw on the theoretical framework of Hofstede’s cultural dimensions, which faced justifiable criticism, we make use of Socio-Cognitive Systems Theory to illustrate how consumers from different cultures are cognitively processing information. By employing this alternative theory, it is shown that the (heretofore established) Elaboration Likelihood Model for examining online customer reviews does not serve as an applicable framework in intercultural contexts. Reviewing extant literature, we uncover incidents questioning the generalizability of previous studies on review credibility conducted among East Asians. Building upon a research model established at a national level, we interviewed Western (German; n=552) and East Asian (Chinese; n=585) consumers to analyze the intercultural appropriateness of the model. The results empirically validate the assumptions of the Socio-Cognitive Systems Theory, and thus, finds Chinese to perceive review credibility holistically, whereas Germans tend to categorize its antecedents for evaluating them separately.

Further data

Item Type:	Article in a journal
Refereed:	Yes
Keywords:	Online customer reviews; Socio-Cognitive Systems Theory; Intercultural comparison; Elaboration Likelihood Model
Institutions of the University:	Faculties > Faculty of Law, Business and Economics > Department of Business Administration Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation > Chair Business Administration XIV - Marketing and Innovation - Univ.-Prof. Dr. Daniel Baier Faculties Faculties > Faculty of Law, Business and Economics
Result of work at the UBT:	Yes
DDC Subjects:	300 Social sciences > 330 Economics
Date Deposited:	29 Apr 2022 06:34
Last Modified:	16 Aug 2023 07:42
URI:	https://eref.uni-bayreuth.de/id/eprint/69474