TY - JOUR
T1 - The influence of online customer reviews on customers’ purchase intentions
T2 - a cross-cultural study from India and the UK
AU - Chatterjee, Sheshadri
AU - Chaudhuri, Ranjan
AU - Vrontis, Demetris
AU - Thrassou, Alkis
N1 - Funding Information:
In the context of H1a (INU → eWOM), the linkage has been supported concerning the two countries, although the linkage is stronger for the UK than it is for India, as the path weight is more for UK. The linkage weights are 0.31* for India and 0.48*** for UK. This linkage was also supported in earlier studies (; ; ). In reference to H1b (INU → OCR), studies and analysis reveal that, for both countries, the linkage has been supported through validation, although the linkage is stronger in case of UK compared to that of India. The path weights are 0.42** and 0.52* for India and UK, respectively. Hypothesis H1b has been supported by previous studies (; ). In the context of H2a (SUN → eWOM), statistical analysis shows that this hypothesis has been supported for both India and UK, but the linkage is found closer for UK than compared to India, as is evident from the estimated values of path weights: 0.29* for India and 0.61* for UK. This appears to have been supported by earlier studies (; ). As for H2b (SUN → OCR), after validation, we have seen different results. For India, the hypothesis H2b has not been supported, whereas, for UK, it has been supported, as the estimated values of path coefficients are 0.012 for India and 0.49*** for UK. Earlier studies have supported the results relating to UK, but the earlier studies contradicted our results for India (; ; ; ). There may be several reasons for not supporting hypothesis H2b for India. One reason may be due to the lack of influence from important persons on the Indian customer to make the individual realise the utility of OCR. So far as H3a (PIN → eWOM) is concerned, the validated results project different pictures for India and UK because H3a has been supported for India but not for UK. The path weights are 0.47*** for India and 0.019 for UK. The results received support from earlier studies (; ) for India. However, the results for UK contradicted the outcomes of earlier studies presumably because British customers are less susceptible to depend on their peers’ opinions. Perhaps, culturally, they are more likely to depend on their own judgement. In the context of H3b (PIN → OCR), the validated results highlight that hypothesis H3b has been supported for both the countries, although the concerned linkage strength is more for UK compared to India as is evident from the estimated values of the two path weights, which are 0.29*** and 0.48* for India and UK, respectively. After PLS-SEM analysis, the hypothesis H4 (eWOM → OCR) appears to be supported for India, but not for UK, as the corresponding path weights are 0.33* for India and 0.017 for UK. The results appear to have received support from earlier studies (; ; ) for India. ns ns ns
Publisher Copyright:
© 2021, Emerald Publishing Limited.
PY - 2021
Y1 - 2021
N2 - Purpose: The purpose of this study is to examine the influence of online customer reviews (OCRs) and electronic word-of-mouth (eWOM) on customers’ purchase intention (PUI). This study also investigates the cultural differences between the customers in India and UK as regards the influence of OCR and customers’ PUIs. Design/methodology/approach: This study has used socialisation theory, theory of reasoned action, congruity theory and expectation value theory, along with the existing literature to develop the conceptual model. The theoretical model has been validated using the PLS-SEM technique on a survey involving 305 and 280 respondents for India and UK, respectively. Findings: The findings highlight that gender has no effect on UK customers’ PUIs, whereas age and gender have considerable impacts on Indian customers’ PUIs. Research limitations/implications: The study only examines the cross-cultural difference between a European country (UK) and an Asian country (India). Also, since the sample size is low, the findings did not represent a generic view. Practical implications: The proposed model has provided important inputs to the organisations to understand consumer behaviour particularly the study would help marketing departments to formulate their marketing strategies regarding OCR and customers’ PUI. Originality/value: This study is unique in understanding the implications of OCR and their influence on customer purchase decisions of UK customers and India’s customers. This study also helps to understand the impact of age and gender on OCR and PUIs.
AB - Purpose: The purpose of this study is to examine the influence of online customer reviews (OCRs) and electronic word-of-mouth (eWOM) on customers’ purchase intention (PUI). This study also investigates the cultural differences between the customers in India and UK as regards the influence of OCR and customers’ PUIs. Design/methodology/approach: This study has used socialisation theory, theory of reasoned action, congruity theory and expectation value theory, along with the existing literature to develop the conceptual model. The theoretical model has been validated using the PLS-SEM technique on a survey involving 305 and 280 respondents for India and UK, respectively. Findings: The findings highlight that gender has no effect on UK customers’ PUIs, whereas age and gender have considerable impacts on Indian customers’ PUIs. Research limitations/implications: The study only examines the cross-cultural difference between a European country (UK) and an Asian country (India). Also, since the sample size is low, the findings did not represent a generic view. Practical implications: The proposed model has provided important inputs to the organisations to understand consumer behaviour particularly the study would help marketing departments to formulate their marketing strategies regarding OCR and customers’ PUI. Originality/value: This study is unique in understanding the implications of OCR and their influence on customer purchase decisions of UK customers and India’s customers. This study also helps to understand the impact of age and gender on OCR and PUIs.
KW - Cross-culture
KW - eWOM
KW - Internet
KW - Online customer review
KW - Peer influence
UR - http://www.scopus.com/inward/record.url?scp=85107865332&partnerID=8YFLogxK
U2 - 10.1108/IJOA-02-2021-2627
DO - 10.1108/IJOA-02-2021-2627
M3 - Article
AN - SCOPUS:85107865332
SN - 1934-8835
JO - International Journal of Organizational Analysis
JF - International Journal of Organizational Analysis
ER -
