... Electronic word-of-mouth eWOM Movie consumption In view of the above discussion, the impact of cross-cultural differences in eWOM on consumer choice is still an under-researched issue. As two major film markets, the USA and China provide an ideal point of contrast for cross-cultural eWOM...

...). Consumer behaviour Service industries Cross-cultural studies Emerging markets Cultural values Online ratings Movie consumption Cross-cultural experiments Unlike products with tangible attributes, experiential services such as movies are subjective, emotional, and intangible...