Electronic word-of-mouth: a comparison of stated and revealed behaviour on electronic discussion boards

The important influence of peer recommendations on consumer purchases has been strongly established. However, recent growth in electronic discussion boards has increased the potential for electronic word-of-mouth (eWOM) between people who have never met. This study examines and compares the extent of eWOM on electronic discussion boards within U.S. and China based websites. Using online surveys (N = 214) and observation of discussion postings (N = 3029), data was collected from the “Digital Photography” discussion boards on eBay, Yahoo, and Google (U.S. based websites) and EachNet, Sina, and Netease (China based websites). The findings indicated both similarities and differences in the information giving and seeking behaviors, with the U.S. participants more likely to provide information than Chinese participants, resulting in the U.S. based discussion boards containing a richer source of information relative to requests.