Cultural Impacts on Cognitive Dissonance and eWOM/eNWOM

ECSU Author/Contributor (non-ECSU co-authors, if there are any, appear on document)
Kungpo Tao, Associate Professor (Creator)
Elizabeth City State University (ECSU )
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Abstract: The purpose of this study is to contrast individualist culture (e.g., United States) with collectivistculture (e.g., China) in regards to the Internet-involved customer purchase process (IICPP),specifically the customer’s involvement before purchase, the cognitive dissonance after purchaseand the post-purchase behavior in terms of the online world of mouth (eWOM) and online negativeword of mouth (eNWOM). This study also explores the influences of culture on product attributesthat are associated in IICPP. Based on the related literature, this study applies the existingconcepts to the Internet context. The study adopts 40 cases of online customer reviewers regardingtheir vehicle purchase to illustrate similarities and differences between individualist culture andcollectivist culture. Findings show that culture does affect the customer’s involvement, theircognitive dissonance, eWOM/eNWOM, and a product’s attributes that are more important in thepurchase process. Collectivist customers are relationship and social oriented. They take theadvices from family and friends seriously. Collectivists are also influenced by the public opinionsregarding their social status as well. On the other hand, individualistic customers would doresearch by reading online reviews, and then they compare the possible alternatives to make apurchase decision. Individualists tend to overweight a product’s attributes that are related to thepersonal priority. At the point of purchase, collectivist customers are sensitive to price andefficiency while Individualist appreciates a product’s long-term value.

Additional Information

Language: English
Date: 2017
Keywords: Cognitive dissonance, online world of mouth (eWOM), online negative world of mouth (eNWOM), culture differences, involvement

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