Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Cultural Impacts On Cognitive Dissonance And Ewom/Enwom, Kungpo Tao, Yan Jin
Cultural Impacts On Cognitive Dissonance And Ewom/Enwom, Kungpo Tao, Yan Jin
Communications of the IIMA
The purpose of this study is to contrast individualist culture (e.g., United States) with collectivist culture (e.g., China) in regards to the Internet-involved customer purchase process (IICPP), specifically the customer’s involvement before purchase, the cognitive dissonance after purchase and the post-purchase behavior in terms of the online world of mouth (eWOM) and online negative word of mouth (eNWOM). This study also explores the influences of culture on product attributes that are associated in IICPP. Based on the related literature, this study applies the existing concepts to the Internet context. The study adopts 40 cases of online customer reviewers regarding their …