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

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)

Chapter 7: Conclusions

7.1 Theoretical Contributions

7.2 Managerial Recommendations

7.2.1 Standardised e-Marketing Program

7.2.2 Incorporate Social Media Plug-in on the Website

7.2.3 e-Marketing Program to Fertilise eWoM

7.2.4 Internationalisation through e-Commerce

7.3 Limitations and Future Research

7.4 Conclusion

Research Objectives and Themes

The primary objective of this study is to critically evaluate whether espoused national cultural values at the individual level influence the effect of electronic word-of-mouth (eWoM) on consumers' purchase intention, thereby addressing a gap in existing cross-cultural research.

• Impact of electronic word-of-mouth (eWoM) on purchase intention
• Operationalization of culture through individual espoused national cultural values
• Application of Hofstede’s cultural dimensions (Power Distance, Uncertainty Avoidance, Individualism/Collectivism, Masculinity/Femininity) at the individual level
• Analysis of cross-cultural behavioral differences in an online environment
• Evaluation of standardisation vs. adaptation in international e-marketing strategies

Excerpt from the Book

Summary of Chapters

Chapter 1: Introduction: Provides an overview of the rise of social networking sites and eWoM, identifies the research gap concerning individual cultural values, and states the objectives of the study.

Chapter 2: Theoretical Background: Defines culture and justifies the adoption of Hofstede’s framework to measure espoused national cultural values at the individual level.

Chapter 3: Literature Review: Reviews existing literature on WoM, eWoM, purchase intention, and cultural theories, establishing the conceptual basis for the study.

Chapter 4: Research Methodology: Details the experimental research strategy, data collection via web questionnaires, and the measurement of key variables.

Chapter 5: Research Analysis and Findings: Presents the statistical analysis of the experiment, including t-tests and multiple regression analysis, and reports the findings.

Chapter 6: Discussion: Interprets the findings in relation to previous research, noting the universal influence of eWoM on purchase intention across cultures.

Chapter 7: Conclusions: Summarizes the theoretical contributions and provides managerial recommendations for international marketing in an online context.

Key Words

electronic word-of-mouth, eWoM, culture, espoused culture, espoused cultural values, purchase intention, Hofstede, social networking sites, consumer behaviour, quantitative research, cross-cultural study, online marketing, personal characteristics, individual level analysis, digital consumer

Frequently Asked Questions

What is the core focus of this research?

The research examines whether individuals' espoused national cultural values influence how they respond to positive electronic word-of-mouth (eWoM) on social networking sites regarding their purchase intentions.

What are the primary themes covered in the study?

The study covers the transition from traditional word-of-mouth to eWoM, the role of purchase intention in consumer behavior, cultural dimensions at the individual level, and the effectiveness of standardized e-marketing strategies.

What is the primary objective or research question?

The central objective is to critically evaluate whether espoused national cultural values (Power Distance, Uncertainty Avoidance, Individualism/Collectivism, and Masculinity/Femininity) moderate the impact of eWoM on consumer purchase intention.

Which scientific methodology was employed?

The research uses a quantitative experimental approach with a repeated measures design, collecting data through an online web questionnaire distributed to international students.

What is covered in the main section of the paper?

The main part includes a literature review on cultural and eWoM theories, a detailed methodology chapter, the statistical analysis and findings of the experiment, and a discussion regarding the universal impact of eWoM.

Which keywords define this work?

Key terms include electronic word-of-mouth (eWoM), espoused cultural values, purchase intention, social networking sites, and cultural convergence.

How does this study differ from previous cross-cultural research?

Unlike previous studies that analyzed culture at the aggregated country level, this research assesses culture as an individual difference variable through personality-test-style measurements.

What is a key conclusion regarding managerial implications?

The study suggests that in an online environment, international marketers may not need to segment consumers culturally, as eWoM appears to influence purchase intentions universally regardless of the consumer's cultural background.