Cross Cultural Study of Customers Online Reviews Intention of the E-commerce Platforms

Abstract

Online reviews are necessary and important for e-commerce platform enterprises and online consumers, while most of online customers are reluctant to share their consumption experiences. What's more, the intentions of contributing online reviews for most of customers may be influenced by their national culture for global e-commerce platforms. Motivated by such concerns, a theoretical model is formulated and tested, which can explain and compare national cultural difference of consumer reviews intention. The model is validated through an online survey. The results reveal that the perceived usefulness, reciprocity, reputation and review cost significantly impact consumer online reviews intention both in China and the USA, while economic rewards and perceived ease of use show little impact on consumer reviews intention significantly. And the group analysis indicates that the national cultural difference exists in the customers' reviews intention. Then related managerial implications for e-commerce platform enterprises are discussed in the end.