Document Type
Conference Proceeding
Publication Date
2022
Abstract
Most online retail websites provide consumers the opportunity to elicit feedback about products and services through ratings and reviews. Extant research has suggested that product ratings and reviews may be reflective of consumers’ cultural views. Little research exists that discusses this lack of consistency between ratings and reviews beyond that suggested by Hofstede’s cultural typology. This research shows that although consumers may provide higher ratings, review texts provide a different perspective: consumers use reviews to provide negative feedback, however, with some tempering nuances.
Recommended Citation
Bose, Mousumi and Ye, Lei, "The Complexity of Understanding Online Product Evaluation Expressions in the Chinese Cultural Context: How Ratings and Reviews Tell a Different Story" (2022). Association of Marketing Theory and Practice Proceedings 2022. 4.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/4
