Moderating effects of Hofstede's cultural dimensions on the relationship between Aewom and Fewom in Thailand
Moderating effects of Hofstede's cultural dimensions on the relationship between Aewom and Fewom in Thailand
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2019
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Bangkok : Assumption University
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eng
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application/pdf
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22 pages
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ABAC Journal Vol. 39 No.2 (April-June 2019), 1-22
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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.
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