Using online reviews to explore consumer purchasing behaviour in different cultural settings

Qiuyan Zhong, Shuyuan Liang, Li Cui, Hing Kai Chan, Yue Qiu

    Research output: Journal PublicationArticlepeer-review

    16 Citations (Scopus)

    Abstract

    Purpose: The purpose of this paper is to analyse consumer purchasing behaviour in different cultural settings by exploring the value of consumer reviews from various countries. Design/methodology/approach: This study uses online review mining technology to collect, process and analyse user review data from multiple countries. The main procedures of this research are data collection, data pre-processing, feature extraction and sentiment analysis. Online reviews from the American, British and Indian websites for the iPhone 5s are analysed. Findings: Every country has unique cultural characteristics, and these cultural differences affect consumers’ perceptions, attitudes and purchasing behaviours. The results show that consumers from different countries exhibit different levels of attention towards the same product and have different emotional inclinations for the same product feature. In addition, the study also identified the advantages and disadvantages of the product. Limitations implications: The user reviews provide abundant feedback information that serves as a good intelligence resource for companies. Under the premise of different language habits, this paper uses a universal approach to analyse consumer behaviour from online reviews in different countries, which can help reveal consumers’ emotional inclination towards each feature of a product. This approach can be extended to other brands of mobile phones or other industries. Practical implications: Multinational companies should analyse the cultural characteristics of target groups when proposing transnational development strategies. Companies can understand the perceptions of their products based on the consumer reviews and can formulate their marketing and product strategies by considering consumer purchasing behaviours arising from cultural differences. Originality/value: This study identifies differences in consumer behaviour in different cultural settings by using a data mining method, which can help companies understand consumer perceptions and the performance and quality of product features.

    Original languageEnglish
    Pages (from-to)1242-1263
    Number of pages22
    JournalKybernetes
    Volume48
    Issue number6
    DOIs
    Publication statusPublished - 13 Jun 2019

    Keywords

    • Consumer behaviour
    • Culture
    • Data mining
    • Online review

    ASJC Scopus subject areas

    • Control and Systems Engineering
    • Theoretical Computer Science
    • Computer Science (miscellaneous)
    • Engineering (miscellaneous)
    • Social Sciences (miscellaneous)

    Fingerprint

    Dive into the research topics of 'Using online reviews to explore consumer purchasing behaviour in different cultural settings'. Together they form a unique fingerprint.

    Cite this