Perception of Differences between Traditional and Electronic Word of Mouth: Case of Czechia

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F19%3A00112147" target="_blank" >RIV/00216224:14560/19:00112147 - isvavai.cz</a>

Výsledek na webu

<a href="https://archives.ourheritagejournal.com/index.php/oh/article/view/21/14" target="_blank" >https://archives.ourheritagejournal.com/index.php/oh/article/view/21/14</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Perception of Differences between Traditional and Electronic Word of Mouth: Case of Czechia

Popis výsledku v původním jazyce

The purpose of the present study is to explore perceptions of differences between traditional and electronic Word of Mouth in the context of Czech Republic through the Hofstede’s cultural dimensions. Research design incorporates questionnaire as data collection method. Questionnaire consists of 111 opinion-based items and is based on scales previously utilized by Chu and Choi (2011) and Lam et al., (2009). Generally, findings support the notion that only individualism and long-term orientation exhibit significant influence on awareness of the differences between traditional and electronic Word of Mouth. Uncertainty avoidance, masculinity and power distance are proven not to be statistically significant predictors. One of the major limitations is the questionnaire in the English language, implying that it was not translated into Czech. Secondly, the research did not investigate the effects of past behavior or personality characteristics – although these two concepts received significant coverage in other literature streams. Findings contribute to the literature on communication and Word of Mouth research and marketing by delving into the cultural influence on social relationships and the Word of Mouth. On industry note, this study should assist marketers and communication strategists to understand the ever-growing necessity to amend a strategic approach towards different cultural entities, in both offline and online business environments.

Název v anglickém jazyce

Perception of Differences between Traditional and Electronic Word of Mouth: Case of Czechia

Popis výsledku anglicky

The purpose of the present study is to explore perceptions of differences between traditional and electronic Word of Mouth in the context of Czech Republic through the Hofstede’s cultural dimensions. Research design incorporates questionnaire as data collection method. Questionnaire consists of 111 opinion-based items and is based on scales previously utilized by Chu and Choi (2011) and Lam et al., (2009). Generally, findings support the notion that only individualism and long-term orientation exhibit significant influence on awareness of the differences between traditional and electronic Word of Mouth. Uncertainty avoidance, masculinity and power distance are proven not to be statistically significant predictors. One of the major limitations is the questionnaire in the English language, implying that it was not translated into Czech. Secondly, the research did not investigate the effects of past behavior or personality characteristics – although these two concepts received significant coverage in other literature streams. Findings contribute to the literature on communication and Word of Mouth research and marketing by delving into the cultural influence on social relationships and the Word of Mouth. On industry note, this study should assist marketers and communication strategists to understand the ever-growing necessity to amend a strategic approach towards different cultural entities, in both offline and online business environments.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Our Heritage Journal. GRCF Dubai International Conference on “Sustainability and Innovation in Higher Education, Engineering Technology, Science, Management and Humanities”

ISBN

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ISSN

0474-9030

e-ISSN

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Počet stran výsledku

10

Strana od-do

120-129

Název nakladatele

Our Heritage Journal

Místo vydání

Dubai

Místo konání akce

Dubai, UAE

Datum konání akce

1. 1. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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