eWOM behavior in Social Networking Sites (SNSs) has been shown to differ across cultures. This research presents cross-cultural study of Electronic Word-of-mouth (eWOM) behavior between Mongolia and Taiwan’s SNS users. Prior to investigate cultural and social influence on eWOM behavior, culture orientation of Mongolia and Taiwan was defined. Results showed horizontal individualism context shift for both cultures. It was shown that previously, Mongolia was vertical collectivism dominant and now it’s in transition to horizontal individualism. Taiwan was vertical collectivism and horizontal collectivism dominant, but now horizontal individualism orientation outscored horizontal collectivism.
Taiwan’s SNS users more actively engaged in eWOM than Mongolian counterparts. Both cultures’ SNS users were more opinion seeking than opinion leading and pass-along and formed more bridging social capital than bonding social capital. Culture, bonding and bridging social capitals were the main predictors of opinion leading and seeking eWOM behavior. In addition to culture and social capital, life satisfaction was significant predictor of pass-along eWOM behavior. Moreover, strong correlation between opinion leading and pass-along behavior was observed. Medium correlation of opinion seeking – opinion leading, and opinion seeking – pass along confirmed interchangeable role of eWOM behaviors depending on purpose of information diffusion. Personal attributes gender and age were not significant predictors of eWOM behavior.

eWOM behavior in Social Networking Sites (SNSs) has been shown to differ across cultures. This research presents cross-cultural study of Electronic Word-of-mouth (eWOM) behavior between Mongolia and Taiwan’s SNS users. Prior to investigate cultural and social influence on eWOM behavior, culture orientation of Mongolia and Taiwan was defined. Results showed horizontal individualism context shift for both cultures. It was shown that previously, Mongolia was vertical collectivism dominant and now it’s in transition to horizontal individualism. Taiwan was vertical collectivism and horizontal collectivism dominant, but now horizontal individualism orientation outscored horizontal collectivism.
Taiwan’s SNS users more actively engaged in eWOM than Mongolian counterparts. Both cultures’ SNS users were more opinion seeking than opinion leading and pass-along and formed more bridging social capital than bonding social capital. Culture, bonding and bridging social capitals were the main predictors of opinion leading and seeking eWOM behavior. In addition to culture and social capital, life satisfaction was significant predictor of pass-along eWOM behavior. Moreover, strong correlation between opinion leading and pass-along behavior was observed. Medium correlation of opinion seeking – opinion leading, and opinion seeking – pass along confirmed interchangeable role of eWOM behaviors depending on purpose of information diffusion. Personal attributes gender and age were not significant predictors of eWOM behavior.

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