ABSTRACT This study investigates the relationship between product recommendations in a Facebook advertisement and the behavioral intentions of consumers, and to what extend this relationship is influenced by cultural differences in the tendency to avoid uncertain situations. In an online experiment 142 Dutch and 92 Russian people (average age 24 years) were presented with two advertisements of a GoPro camera in a Facebook context. The product recommendations in the advertisements differed in tie strength, that is, the amount and type of recommendations by close Facebook friends (strong ties) and other Facebook friends (weak ties). The results showed that the Dutch group had higher purchase intentions than the Russian group. Both groups are more influenced by strong tie online friends, than by weak tie online friends. The tie strength effect was stronger for the Dutch group. Meanwhile, compared to the Dutch group, the Russian group had a higher level of uncertainty avoidance, and also reported that they valued less the recommendations of other people, than those from their online friends. In addition, they were more willing to give the GoPro camera as a present to their close Facebook friends, than to other Facebook friends.

中文翻译：

---

当朋友推荐时：俄罗斯和荷兰人在 Facebook 好友推荐下的在线购买行为

摘要 本研究调查了 Facebook 广告中的产品推荐与消费者行为意图之间的关系，以及这种关系在多大程度上受避免不确定情况的文化差异的影响。在一项在线实验中，142 名荷兰人和 92 名俄罗斯人（平均年龄 24 岁）在 Facebook 上下文中看到了 GoPro 相机的两个广告。广告中的产品推荐在关系强度上有所不同，即Facebook的亲密朋友（强关系）和其他Facebook朋友（弱关系）的推荐数量和类型。结果表明，荷兰组的购买意愿高于俄罗斯组。与弱关系网络朋友相比，这两个群体更受强关系网络朋友的影响。荷兰组的领带强度效应更强。同时，与荷兰组相比，俄罗斯组具有更高的不确定性规避水平，并且还报告说，与在线朋友的推荐相比，他们更不重视其他人的推荐。此外，与其他 Facebook 好友相比，他们更愿意将 GoPro 相机作为礼物送给他们的 Facebook 好友。