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

ABSTRACT

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 onlyindividualismandlong-term orientation exhibit significant influence on awareness of the differences between traditional and electronic Word of Mouth. Uncertainty avoidance, masculinityandpower distanceare 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.

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