A cross-cultural study of interpersonal information exchange
成果类型：
Article
署名作者：
Dawar, N; Parker, PM; Price, LJ
署名单位：
INSEAD Business School; Hong Kong University of Science & Technology
刊物名称：
JOURNAL OF INTERNATIONAL BUSINESS STUDIES
ISSN/ISSBN：
0047-2506
DOI：
10.1057/palgrave.jibs.8490142
发表日期：
1996
页码：
497-516
关键词：
摘要：
Research conducted primarily in the United States has shown that interpersonal influence arising from opinion exchange behavior is an important factor in consumers' product adoption and brand choice decisions, An important managerial question in the international arena is whether information-giving and seeking behaviors depend on culture, In a study representing eleven nationalities, we explore the role of culture in moderating consumers' opinion exhange behavior, Results indicate that the cultural characteristics of power distance and uncertainty avoidance [Hofstede 1980] influence the focus of consumers' product information search activities, but not their tendencies to share product-related opinions with others, Following earlier opinion leadership studies, we find that individual characteristics such as product category interest and involvement are most indicative of active opinion leadership behavior.
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