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  • ABAC Journal: Vol. 39 No. 2 (April-June 2019)
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Moderating effects of Hofstede's cultural dimensions on the relationship between Aewom and Fewom in Thailand

by Fukushige, Aya; Mayuree Aryupong; Phacharaporn Phijaranakul

Title:

Moderating effects of Hofstede's cultural dimensions on the relationship between Aewom and Fewom in Thailand

Author(s):

Fukushige, Aya
Mayuree Aryupong
Phacharaporn Phijaranakul

Issued date:

2019

Publisher:

Bangkok : Assumption University

Citation:

ABAC Journal Vol. 39 No.2 (April-June 2019), 1-22

Abstract:

This research aims to examine the moderating effects of Hofstede’s cultural dimensions at the individual level on the relationship between acceptance and subsequent forwarding of electronic word of mouth (EWOM) in Thailand. EWOM is currently considered as one of the most influential communication channels for businesses, marketers, and various kinds of consumers. Cultural values can also be a factor to influence consumers’ decision-making behaviors. Hypotheses were developed by adopting Hofstede’s cultural dimensions, but with the newly developed scale, Individual Cultural Values Scale (CVSCALE) in order to observe the cultural diversity among Thai nationals at the individual level, and to investigate the moderating effect of Hofstede’s five cultural dimensions on the relationship between Acceptance of Electronic Word of Mouth (AEWOM) and Forwarding of Electronic Word of Mouth (FEWOM). A structured online questionnaire was used to collect data from 204 respondents, all of which were Thai and currently using one or more social networking service (SNS). The results indicated that people who have accepted EWOM tend to forward the EWOM further, and among Hofstede’s five cultural dimensions, Power Distance, Collectivism, and Masculinity significantly moderated the relationship between AEWOM and FEWOM.

Subject(s):

ABAC Journal
ABAC Journal -- 2019

Keyword(s):

Acceptance-forwarding electronic word of mouth
Hofstede’s cultural dimensions
Individual cultural values scale
Cultural trait psychology theory

Resource type:

Journal Article

Extent:

22 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.

Rights holder(s):

Assumption University

URI:

http://repository.au.edu/handle/6623004553/22322
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  • ABAC Journal: Vol. 39 No. 2 (April-June 2019) [3]


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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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