Culture difference and the impact on online review helpfulness: From the analytic and holistic cognitive processing perspective

Pu Huang, Zeyu Peng, Mengxiang LI

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

Abstract

Consumers with different national culture backgrounds heavily depend upon product review to make the shopping decisions, and thus product review helpfulness significantly influences the business performance in the e-commerce context. However, prior literature neglected the heterogeneity of different national cultures, which could cause a shift in consumers' perception towards the review helpfulness. To fill the research gap, this paper builds upon a cultural induced cognitive processing theoretical framework, the Nisbett's analytic and holistic cognitive processing style framework, and proposes that consumers from East Asian countries and Western countries possess different cognitive processing style, thus relying on different product review features to assess product review helpfulness. Our conception is supported by an analytical investigation of a unique dataset from a major B2C shopping website in Western countries and its similar twin website in East Asian countries. Implications for researchers and practitioners are provided at the end of this paper.

Original languageEnglish
Title of host publicationProceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society
Subtitle of host publicationAre We Ready?, PACIS 2018
EditorsMotonari Tanabu, Dai Senoo
PublisherAssociation for Information Systems
ISBN (Electronic)9784902590838
Publication statusPublished - 2018
Event22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018 - Yokohama, Japan
Duration: 26 Jun 201830 Jun 2018

Publication series

NameProceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018

Conference

Conference22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018
Country/TerritoryJapan
CityYokohama
Period26/06/1830/06/18

Scopus Subject Areas

  • Information Systems

User-Defined Keywords

  • Analytic processing
  • Cross-culture
  • Holistic processing
  • Product review helpfulness

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