Research on the Motivations of IWOM Spread under the Background of Cross-Cultural

Abstract

Internet word-of-mouth spread is an important way for the network shopping platform to acquire new customers, and the motivation of spread guides the behavior of the customers. Based on the Hofstede's culture dimension theory, use the customers of China and America as an example. Collect data of books form Amazon, through factor analysis to extract 7 motivations of IWOM spreading. And through the regression analysis, this paper studies the specific differences of motivations of IWOM spreading under the background of cross-cultural. The regression analysis finds that the cultural difference has a great influence on intrinsic motivation of IWOM spread. But it does not have obvious effects on extrinsic motivation. The results of research would make contributions to enriching the related theory and guiding enterprises to formulate marketing strategy of IWOM under the background of cross-cultural.