The influence of online customer reviews on customers’ purchase intentions: a cross-cultural study from India and the UK

Purpose The purpose of this study is to examine the influence of online customer reviews (OCRs) and electronic word-of-mouth (eWOM) on customers’ purchase intention (PUI). This study also investigates the cultural differences between the customers in India and UK as regards the influence of OCR and customers’ PUIs. Design/methodology/approach This study has used socialisation theory, theory of reasoned action, congruity theory and expectation value theory, along with the existing literature to develop the conceptual model. The theoretical model has been validated using the PLS-SEM technique on a survey involving 305 and 280 respondents for India and UK, respectively. Findings The findings highlight that gender has no effect on UK customers’ PUIs, whereas age and gender have considerable impacts on Indian customers’ PUIs. Research limitations/implications The study only examines the cross-cultural difference between a European country (UK) and an Asian country (India). Also, since the sample size is low, the findings did not represent a generic view. Practical implications The proposed model has provided important inputs to the organisations to understand consumer behaviour particularly the study would help marketing departments to formulate their marketing strategies regarding OCR and customers’ PUI. Originality/value This study is unique in understanding the implications of OCR and their influence on customer purchase decisions of UK customers and India’s customers. This study also helps to understand the impact of age and gender on OCR and PUIs.