Exploring the Influence of Cultural Value Orientations on Motivations of Electronic Word-of-Mouth Communication

Findings from a large-scale panel survey suggest that altruism was a significant predictor of eWOM giving among respondents high in individualism, and social outcome-decision making was associated more with positive than with negative eWom giving.

Abstract

This study explores the influence of cultural value orientations on social and personal motivations of electronic word-of-mouth (eWOM), and examines whether these motivations affect positive versus negative eWOM. Findings from a large-scale panel survey suggest that altruism was a significant predictor of eWOM giving among respondents high in individualism. Web innovativeness was a significant predictor of eWOM giving for respondents relatively low in individualism. Social outcome decision-making was a significant predictor of positive eWOM giving regardless of the respondent's degree of individualism. In addition, for respondents relatively low in individualism, social outcome-decision making was associated more with positive than with negative eWOM giving. Theoretical and practical implications of the findings are provided.