The effect of online word-of-mouth in electronic markets: An investigation of the culture differences in the Chinese and U.S. contexts

@article{Xiuhe2011TheEO,
  title={The effect of online word-of-mouth in electronic markets: An investigation of the culture differences in the Chinese and U.S. contexts},
  author={Yu Xiu-he and Guo Xi-tong and Yao Qi-yan},
  journal={2011 International Conference on Management Science & Engineering 18th Annual Conference Proceedings},
  year={2011},
  pages={34-40}
}
Feedback profiles could affect both prices and the probability of sales. However, cultural mindset interprets the online feedback differently, which is likely to result in the variation of online trading behavior. The previous studies have been long downplayed in the online trading behavior. With the growing amount of Chinese E-Commerce, we ask whether the western e-commerce model works in the Chinese Context. This study attempts to explore and compare the effect of online word-of-mouth on… CONTINUE READING