Movie selection and e-WOM preference : a cross-cultural perspective
This article investigates the quantity- and quality-motivated bandwagon effects on individual movie selection from a cross-cultural perspective. Based on theories of information processing and decision making, we examined how people from different cultural backgrounds (e.g., collective versus indivi...
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sg-ntu-dr.10356-1069572019-12-06T22:21:53Z Movie selection and e-WOM preference : a cross-cultural perspective Hao, Xiaoming Dogruel, Leyla Wee Kim Wee School of Communication and Information Individual Cultural Orientation E-WOM Social sciences::Communication This article investigates the quantity- and quality-motivated bandwagon effects on individual movie selection from a cross-cultural perspective. Based on theories of information processing and decision making, we examined how people from different cultural backgrounds (e.g., collective versus individual and vertical versus horizontal cultural orientations) differ in their preferences of aggregate electronic word-of-mouth (e-WOM), which is related to heuristic information processing, or more detailed individual e-WOM, which is related to systematic information processing. Empirically, we relied on an online study using movie selection scenarios that were distributed to participants in Singapore, the United States, and Germany. Results indicate significant cultural differences in the preference for e-WOM and related information processing modes. The individual cultural orientations of the participants offered a better explanation of the variance than a simple country-of-origin differentiation. Published version 2019-06-27T06:51:44Z 2019-12-06T22:21:53Z 2019-06-27T06:51:44Z 2019-12-06T22:21:53Z 2016 Journal Article Dogruel, L., & Hao, X. (2012). Movie selection and e-WOM preference : a cross-cultural perspective. International Journal of Communication, 10(2016), 2934-2954. https://hdl.handle.net/10356/106957 http://hdl.handle.net/10220/48986 https://ijoc.org/index.php/ijoc/article/view/5221 en International Journal of Communication © 2016 The Author(s). Licensed under the Creative Commons Attribution Non-commercial No Derivatives (by-nc-nd). Available at http://ijoc.org. 21 p. application/pdf |
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Individual Cultural Orientation E-WOM Social sciences::Communication Hao, Xiaoming Dogruel, Leyla Movie selection and e-WOM preference : a cross-cultural perspective |
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This article investigates the quantity- and quality-motivated bandwagon effects on individual movie selection from a cross-cultural perspective. Based on theories of information processing and decision making, we examined how people from different cultural backgrounds (e.g., collective versus individual and vertical versus horizontal cultural orientations) differ in their preferences of aggregate electronic word-of-mouth (e-WOM), which is related to heuristic information processing, or more detailed individual e-WOM, which is related to systematic information processing. Empirically, we relied on an online study using movie selection scenarios that were distributed to participants in Singapore, the United States, and Germany. Results indicate significant cultural differences in the preference for e-WOM and related information processing modes. The individual cultural orientations of the participants offered a better explanation of the variance than a simple country-of-origin differentiation. |
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Wee Kim Wee School of Communication and Information |
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Wee Kim Wee School of Communication and Information Hao, Xiaoming Dogruel, Leyla |
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Article |
author |
Hao, Xiaoming Dogruel, Leyla |
author_sort |
Hao, Xiaoming |
title |
Movie selection and e-WOM preference : a cross-cultural perspective |
title_short |
Movie selection and e-WOM preference : a cross-cultural perspective |
title_full |
Movie selection and e-WOM preference : a cross-cultural perspective |
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Movie selection and e-WOM preference : a cross-cultural perspective |
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Movie selection and e-WOM preference : a cross-cultural perspective |
title_sort |
movie selection and e-wom preference : a cross-cultural perspective |
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2019 |
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https://hdl.handle.net/10356/106957 http://hdl.handle.net/10220/48986 https://ijoc.org/index.php/ijoc/article/view/5221 |
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