Abstract Internet-based consumer opinion platforms enable customers to express their views and experiences. Drawing on online review data from 43,397 airline passengers from 26 countries and 116,241 hotel guests from 46 countries, this research explores the interplay among national culture, propensity to post, sentiment, and length of free-text online reviews. Results show that customers from individualistic cultures are more likely to post reviews, and their reviews are longer. Furthermore, customers write longer reviews when they choose higher service levels and when they pay with their own money. Marketing managers thus would be well advised to recognize that the way customers provide feedback on online platforms is partly culturally determined.

中文翻译：

---

在线评论中的文化差异和个人差异

基于Internet的抽象消费者意见平台使客户能够表达自己的观点和经验。利用来自26个国家/地区的43397名航空旅客和46个国家/地区的116,241名酒店旅客的在线评论数据，该研究探索了民族文化，发布倾向，情感和自由文本在线评论的持续时间之间的相互作用。结果显示，来自个人主义文化的客户更有可能发表评论，而他们的评论则更长。此外，当客户选择更高的服务水平并用自己的钱付款时，他们会写更长的评论。因此，最好建议营销经理认识到客户在在线平台上提供反馈的方式在某种程度上是文化决定的。