ABSTRACT Expanding electronic word-of-mouth (eWOM) literature and cross-cultural literature, this study proposes a horizontal–vertical dimensions of individualism and collectivism (HVIC)-eWOM model in a cross-cultural context. We employed HVIC at the individual level to explain the variance of eWOM communications on social media. We collected data from American and Korean social media users to examine how the hypothesized model fits the samples from each country. The analysis of the HVIC-eWOM model within and between the two countries revealed that there are some similarities and differences in influential cultural dimensions on eWOM communications in the two countries. The results suggest that vertical aspects of individualism and collectivism are significant drivers of opinion-leadership and opinion-seeking tendencies for both countries.

中文翻译：

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测试电子口碑传播的文化取向模型：美国和韩国社交媒体用户的比较研究

摘要 本研究扩展了电子口碑 (eWOM) 文学和跨文化文学，提出了跨文化背景下个人主义和集体主义 (HVIC)-eWOM 模型的横向-纵向维度。我们在个人层面采用了 HVIC 来解释社交媒体上 eWOM 传播的差异。我们从美国和韩国社交媒体用户那里收集了数据，以检查假设模型如何拟合每个国家的样本。对两国内部和两国之间的HVIC-eWOM模型的分析表明，两国在影响eWOM传播的文化维度上存在一些异同。结果表明，个人主义和集体主义的垂直方面是两国意见领导和征求意见倾向的重要驱动因素。