Examining the Impact of eWOM-Triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement
基于认知失调理论，通过461名非洲游客的情景实验，发现电子口碑被其他顾客质疑时，集体主义文化下的顾客更易受影响，其重复购买意愿和社交媒体互动显著变化。
Electronic word-of-mouth (eWOM) communication on social media has revolutionized how travelers search for and share information and how they interact with one another digitally. This research examines the effects of eWOM-triggered customer-to-customer (C2C) interactions on travelers’ post-eWOM behaviors (i.e., repurchase and customer engagement) in a cross-cultural context. Drawing upon cognitive dissonance theory, a scenario-based experiment was conducted using a sample of 461 African tourists with recent intracontinental travel experience. Our findings suggest that a customer’s repurchase intention and engagement in social media C2C interactions are significantly influenced when their eWOM is challenged by other customers. Compared with individualistic cultures, such a phenomenon is more effective in collectivistic cultures, particularly when a customer shares negative eWOM. Customers in collectivistic cultures are more likely to appreciate consensus with other customers, and they tend to expend more effort toward solving dissonance. The theoretical and managerial implications of these findings are discussed.