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Does culture affect motivation to write a review?

Voutsas, Charalampos (2016) Does culture affect motivation to write a review?

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Abstract:In the post-Web 2.0 era consumers have the ability to participate in the creation process. Mobile apps are affected by this shift through user-generated reviews. This type of electronic Word-of-Mouth has been found to play a critical role in app downloads and purchases. The present paper examines what drives users to submit mobile app reviews, and whether those motivations are affected by culture. A multiple regression model was proposed for this purpose. As the cultural dimension to be selected was that of individualism/collectivism, the sample consisted of Greeks and Germans due to the fact that these two populations illustrated differences on that cultural aspect in previous studies, the first representing the collectivistic end of the dimension, and the latter the individualistic one. The data were collected by means of a questionnaire to Greeks (n = 212) and Germans (n = 205). A regression analysis was performed both pooled and separately for each national group to identify differences between the two populations. The data confirmed attitude as the most significant predictor of the intention to write a mobile app review. The ego-defensive and expressive functions of attitudes, perceived behavioral control, and descriptive and injunctive social norm received statistical support as predictors of intention to write a review for a mobile app. The social function of attitudes was excluded from the analysis due to implications in the factor analysis, while there was no evidence for the utilitarian function of attitudes. When the two populations were examined separately, differences were observed. Intention to write a mobile app review was predicted by perceived behavioral control, injunctive social influence, and attitude in the Greek sample. In the German group, the ego-defensive and expressive function of attitudes, descriptive social norm, and attitude were found to statistically predict intention to write a mobile app review.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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