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Purpose The purpose of this study was to examine the effect of consumption situation and uncertainty avoidance on reliance of word-of-mouth information dissemination. Our research classifies the consumption situation into two private vs. public consumption.We predict that the interplay of consumers’ UA and consumption situation will have a significant effect on their reliance on WOM information dissemination. Design/Methodology/Approach To test these predictions, we conducted two studies through the Amazon Mechanical Turk. Study 1 was conducted on 60 respondents and t-test was conducted. As with study 1, study 2 collected 78 responses participated in the survey and the logistic regression analysis were used to analyze the data. Findings The analysis results showed that, the interplay of consumers’ UA and consumption situation will have a significant effect on their reliance on WOM information. More specifically, in the socially visible consumption situation (i.e., public consumption), consumers with higher UA will be more likely to rely on the WOM information compared to those with lower UA. However, in the private consumption situation, the effect of consumers’ UA will not have a significant effect on their reliance on WOM information. Research Implications Our findings are managerially meaningful by suggesting that companies would be better to deal with consumer WOM depending on their products’ consumption situations and consumer UA.
