Online Consumer Review Intentions: A Comparative Study of Chinese and American

摘要

The contents of online consumer reviews are important for e-commerce platform enterprises and online consumers, while most of online customers are reluctant to contribute their consumption experiences. The aim of this paper is to formulate a novel research model to explain and compare different cultural consumer review intentions. Based on social exchange theory, the proposed model is to identify benefit and cost factors which have an important influence upon contributing review intentions for users. The model is then validated through the online survey of the users on the Amazon.com and Amazon.cn. The results show that the reciprocity, reputation and review cost play a significant impact on consumer review intentions both in China and the USA, while economic rewards appear to play little impact on consumer review intentions, and the cultural difference between China and the USA plays insignificantly. Related implications for e-commerce platform enterprises and future research work are discussed.