초록 열기/닫기 버튼
The influence of online reviews on intangible goods or services such as the hospitality products is directly proportional to the product’s intangibility. As a result, consumers experience information overload from such a vast volume of reviews. To solve this problem, the online review platform provides a feedback mechanism where consumers may vote for a certain review. Review helpfulness is significantly influenced by reviewer’s cultural characteristics. For this reason, the importance of studies on cultural aspects to understand consumers must be emphasized. However, there are relatively insufficient studies that take account of the cultural factors, and most studies that are being explored mainly highlights the impact of review contents and reviewers. Therefore, this study aims to explore the relationship among cultural aspects based on the GLOBE project that quantitatively measures the cultural values of different countries. Through Tobit regression analysis, it was confirmed that the cultural dimensions moderate degree of impact of the characteristics of reviews and reviewers on review helpfulness. The findings of this study can contribute to the literature related to cross-cultural consumer behavior and assist hospitality personnel in effectively improving marketing strategies that target potential consumers with diverse cultural background.
