KOREASCHOLAR

This study examines the influence of culture on consumers’ behavioral responses after an exposure to negative information, including their intention to search information and to spread the negative word-of-mouth. The study finds that the degree of collectivism and uncertainty avoidance had a significant and positive relationship towards the intention to search and intention to spread negative word-of-moth. Results show a significant and negative relationship between power distance and information search under the high severity scenario but a positive relationship between power distance and negative word-of-mouth under the low severity scenario.

• Mingzhou Yu(The University of Western Australia, Australia)
• Fang Liu(The University of Western Australia, Australia)