The effects of individualism–collectivism cultural orientation on eWOM information

Drawing upon elaboration likelihood model (ELM) and espoused culture, this study predicts that eWOM readerʹs individualism–collectivism orientation (ICO) moderates eWOM antecedent factors’ effects on the perception of information credibility. 274 data were collected from two leading electronic word-of-mouth (eWOM) forums in China, the results confirm our prediction: eWOM readerʹs ICO positively moderates information sidedness’ effect on the perception of information credibility, it also negatively moderates the relationships between information consistency/information rating and information credibility. These findings validate the necessity and importance to consider readers’ espoused cultural differences in eWOM context.