The Effects of eWOM Objectivity on Perceived Credibility: Investigating the Moderating Role of National Culture and Product Type
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We examined how eWOM (electronic word-of-mouth) objectivity (factual vs. evaluative) affects perceived credibility. We focused on the moderating role of national culture (Korea vs. the U.S.) and product type (search vs. experience goods). The results of an experiment show that perceived credibility is higher for evaluative eWOM than for the factual eWOM, that Koreans perceive eWOM as being more credible than Americans, and that the perceived credibility is higher for search goods than for experience goods in the U.S. In contrast, in Korea, the perceived credibility is higher for experience goods than for search goods. In addition, the results support the moderating effects of national culture and product types regarding the eWOM objectivity-perceived credibility relationship. Specifically, the impact difference of factual and evaluative eWOM on perceived credibility is higher for the Korean sample than for the U.S. sample. The impact difference of factual and evaluative eWOM on perceived credibility is higher for experience goods than for search goods. Based on these results, implications for international online marketing communication are discussed.
Abstract
We examined how eWOM (electronic word-of-mouth) objectivity (factual vs. evaluative) affects perceived credibility. We focused on the moderating role of national culture (Korea vs. the U.S.) and product type (search vs. experience goods). The results of an experiment show that perceived credibility is higher for evaluative eWOM than for the factual eWOM, that Koreans perceive eWOM as being more credible than Americans, and that the perceived credibility is higher for search goods than for experience goods in the U.S. In contrast, in Korea, the perceived credibility is higher for experience goods than for search goods. In addition, the results support the moderating effects of national culture and product types regarding the eWOM objectivity-perceived credibility relationship. Specifically, the impact difference of factual and evaluative eWOM on perceived credibility is higher for the Korean sample than for the U.S. sample. The impact difference of factual and evaluative eWOM on perceived credibility is higher for experience goods than for search goods. Based on these results, implications for international online marketing communication are discussed.
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