Research on the Motivations of IWOM Spread under the Background of Cross-Cultural

2nd International Symposium on Resource Exploration and Environmental Science

生态环境科学

Li, Jinhai^1 ; Zhu, Huisheng^1 ; He, Youshi^2

Taizhou University, Taizhou

225300, China^1

School of Management, Jiangsu University, Zhenjiang

212013, China^2

关键词: Cultural difference;    Dimension theory;    Extrinsic motivation;    Hofstede;    Intrinsic motivation;    Marketing strategy;    Word of mouth;   

Others  :  https://iopscience.iop.org/article/10.1088/1755-1315/170/3/032144/pdf
DOI  :  10.1088/1755-1315/170/3/032144

学科分类：环境科学（综合）

来源: IOP

【 摘 要 】

Internet word-of-mouth spread is an important way for the network shopping platform to acquire new customers, and the motivation of spread guides the behavior of the customers. Based on the Hofstede's culture dimension theory, use the customers of China and America as an example. Collect data of books form Amazon, through factor analysis to extract 7 motivations of IWOM spreading. And through the regression analysis, this paper studies the specific differences of motivations of IWOM spreading under the background of cross-cultural. The regression analysis finds that the cultural difference has a great influence on intrinsic motivation of IWOM spread. But it does not have obvious effects on extrinsic motivation. The results of research would make contributions to enriching the related theory and guiding enterprises to formulate marketing strategy of IWOM under the background of cross-cultural.