Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan
研究了国家文化如何影响工业服务（如广告、银行、会计）的口碑推荐行为，通过对美日中小企业经理访谈发现，日本企业比美国企业咨询更多推荐来源。
In this study, the authors examine how national culture affects referral behavior for industrial services such as advertising, banking, and accounting. The authors collected data using interviews with managers of small- and medium-sized companies in the United States and Japan. The results show that national culture has a strong effect on the number of referral sources consulted and that Japanese companies use more than comparable American companies do.