The Role of Customer Perceived Value in Online Word-of-Mouth

The aim of this research is to explore the difference existing in customer perceived value between China and the Western society in online word-of-mouth (OWOM) context, and to investigate the fundamental role of customer... [ view full abstract ]

The aim of this research is to explore the difference existing in customer perceived value between China and the Western society in online word-of-mouth (OWOM) context, and to investigate the fundamental role of customer perceived value plays in affecting initiation of consumers’ post-purchase OWOM. Interviews were conducted with 18 participants from China and survey data were collected from 574 respondents through an online survey. The findings presented two dimensions of customer perceived value instead of four as previous study proposed. The role of customer perceived value as a precursor for three key factors influencing customer engagement of OWOM is examined and verified. The implications of the culture context of the research on customer perceived value and OWOM are discussed.