报告题目：Does the Effect of Word-of-Mouth Vary with National Cultures? Evidence from Cross-Border Electronic Commerce
报 告 人：黄鹂强 副教授（浙江大学）
主 持 人：张武科 博士
报告时间：2018年12月19日上午10:00—11:30
报告地点：黄庆苗楼202
主办单位：91视频
承办单位：91视频
神经经济管理学研究院
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附：个人简介：黄鹂强博士现任浙江大学副教授、博士生导师。他的主要研究方向包括数字商务和数字化营销；人机交互与用户体验；平台经济和平台治理等。他的研究成果发表于国内外学术期刊 MIS Quarterly, Journal of Management Information Systems, Journal of the Association for Information Systems,以及《管理科学》等。
Abstract：Platform-based international business riding on the Internet makes online word-of-mouth especially significant in influencing consumer purchase behavior. However, little is known regarding whether consumers from different cultures are similarly impacted. To fulfill this gap, this study explores the effect of a classic type of word-of-mouth, i.e., online review, on consumer purchase behavior, under the influence of national cultures reflected by individualism and uncertainty avoidance. By collecting data from a cross-border electronic commerce (EC) platform covering its business more than 30 countries, empirical results indicate that the effect of review volume on sales is positively moderated by individualism, but is negatively moderated by uncertainty avoidance. Interestingly, the effect of review valence is positively moderated by individualism, but is not moderated by uncertainty avoidance. Further investigation indicates that moderating effect caused by uncertainty avoidance works only when review valence and review variance are jointly considered as a whole.
Keywords: Cross-border electronic commerce; review volume and valence; review variance; individualism; uncertainty avoidance
