How Culture Influences the Perception of Online Consumer Reviews

Online Consumer Reviews (OCRs) developed to an important and influential online-tool over the past years. While previous research focused on OCRs´ influence on purchase intention and sales, little attention was paid on how consumers´ cultural value orientation might influence the perception of these reviews. Addressing this important research gap this study investigated how consumer's cultural value orientation along Hofstede´s dimensions influence the perceived importance of OCRs. Using a cross-sectional online survey, the study finds that cultural value orientation partly moderates the relationship between OCRs´ attributes and the perceived importance of OCRs significantly. These results might indicate a shrinking influence of cultural values on consumer behaviour when using online shopping websites, which was suggested by previous studies. These findings have significant implications for the theory and practice of international retail management.