“Word-of-Mouse” in China: In-Depth Interviews

DOI 10.14707/ajbr.140009

Lin Yang
Victoria University of Wellington
Kim-Shyan Fam
Victoria University of Wellington
James E. Richard
Victoria University of Wellington


The aim of the study is to investigate why information about products, brands or organisations is generated among consumers online and what influences the initiation of online word-of-mouth from the sender’s perspective. An exploratory study was conducted involving 18 semi-structured interviews with Chinese consumers either face-to-face or online. The findings presented factors that influence consumers’ engagement of online word-of-mouth communication and revealed the impact of personal cultural orientation on this communication.

Keywords: Word-of-mouse, online word-of-mouth, communication, consumer behaviour, collectivism



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