U.S. and Korean Consumers: A Cross-Cultural Examination of Product Information-Seeking and -Giving

Abstract

This study compared information-seeking behavior in the context of electronic word-of-mouth and user generated content between United States and South Korean consumers. Authors content analyzed 1,871 postings on six online product discussion boards in both countries. By tapping into Hofstede’s individualistic/collectivistic dimension, and Hall’s high/low cultural contexts, this study evaluated cross-cultural differences between the two countries. Authors used content analysis framework developed by Fong and Burton. This study examined consumer willingness to engage in product information-seeking and -giving, and the use implicit versus explicit communication styles. Implications and agendas for future research are also suggested.

Keywords:

• Cross-cultural study
• South Korea
• Hofstede’s cultural dimensions
• cultural contexts
• electronic word-of-mouth
• user-generated content
• product information-seeking

Acknowledgements

The authors of this article would like to thank the late Dr. Margaret A. Morrison for her tremendous guidance and help with the lead author’s thesis which was used as a basis for this study.