...Yongchao Shen; Wei Shan; Jing Luan Purpose In an online shopping environment, individual reviews and aggregated ratings are important anchors for consumers’ purchasing decisions. However, few studies have considered the influence of aggregated ratings on consumer decision-making, especially...

... products. Originality/value This cross‐national study contributes to the scarce literature on the impact of e‐WOM on consumer purchase decisions by comparing UK and Chinese consumers. The authors suggest that culture moderates the development of product evaluations following exposure to e‐WOM. ©...