Keh, Hean Tat; Ji, Wenbo; Wang, Xia; Sy-Changco, Joseph A. - In: International Marketing Review 32 (2015) 3/4, pp. 366-388
Purpose – The purpose of this paper is to examine the influence of volume and valence of online movie ratings on consumers’ risk perceptions and purchase intentions, as well as the moderating impact of cultural values, in four emerging Asian markets. Design/methodology/approach – Using a...