Download or read book The Influence of Online Product Review Message Features on Purchasing Intention Between Individualistic and Collectivistic Customers written by Liping Mao and published by . This book was released on 2011 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online product reviews, as an electronic form of word-of-mouth, attract an increasing number of people. The purpose of this study was to explore the effects of cultural differences and online product review message features on customers' purchasing intentions. A 2 (culture: individualistic vs. collectivist) x 2 (review quality: high vs. low) x 2 (review quantity: high vs. low) between-subjects experimental design was used. Three hundred nineteen people (Americans = 157; Chinese = 162) participated. The results of this study found main effects for review quality and quantity on customers' purchasing intention, which are consistent with prior research. However, these main effects were qualified by culture. When taking cultural factors into consideration, review quantity showed a significant advantage among people from collectivistic cultures, whereas individualistic people were more persuaded by review quality than review quantity. According to the elaboration likelihood model (ELM), all participants should have centrally processed the message since all of the participants were highly involved in the experimental product. Therefore, all participants should have been most persuaded by quality. However, the finding in collectivistic customers was reversed. The inverse result among Chinese consumers is explained in terms of social proof. Additionally, implications of considering cultural factors in marketing and the ELM are also addressed.