The effects of online word of mouth on consumers’ purchase intention: A cross-cultural study

When compared to the traditional word of mouth (WOM), the online word of mouth, a new way of share and exchange thoughts about products or companies via the Internet, has proved to be a more effective information source for consumers as well as a more powerful marketing tool for companies. While previous studies have found that online WOM can significantly influence consumers’ behavior, this study aims at investigating its effects on consumers’ purchase intentions. Based on the results of a self-administered survey, we conclude that both the quality and quantity of online WOM have positive influences on purchase intentions. More importantly, this study is one of the first to examine this relationship in a cross-cultural context at the individual level. By applying the Hofstede’s cultural values, we found that online WOM will have different effects on the purchase intentions of consumers who have different cultural orientations. This study also provides meaningful managerial implications for online retailers and directions for future study of online consumer behavior