국가문화가 소비자 온라인 리뷰 평가에 미치는 효과 분석: 홉스테드 문화 차원과 빅데이터 접근법

The impact of online reviews on corporate performance and consumer purchasing behavior is widely recognized. Previous studies have reported that review characteristics and reviewer characteristics are factors that influence the usefulness of online reviews, but there are limitations in terms of the effects of national culture. Consumers from different cultural backgrounds may have different criteria for evaluating the usefulness of online reviews due to differences in information processing styles, information-seeking behaviors, and the types of information they seek. This study collected 11,048,465 review data from TripAdvisor and conducted a Tobit regression analysis to explore these differences. The results of the Tobit regression analysis showed that reviews from countries with high power distance, individualism, and masculinity had a positive impact on review usefulness, while reviews from countries with high uncertainty avoidance, long-term orientation, and Indulgence had a negative impact. This study contributes to prior research by exploring the effects of national culture on review usefulness and discusses theoretical and practical implications.