A social networks analysis of the influence of national culture on word of mouth referral behavior in the purchase of industrial services in the United States and Japan.
The basic research questions of the dissertation are first, how does national culture influence the social network activity related to word-of-mouth referral behavior in the purchase of industrial services (e.g. banking, accounting, advertising), and second, how does a company's location of operation affect that purchase? The theoretical basis of comparison of the two national cultures of the U.S. and Japan as an independent variable has its foundation in Hofstede's collectivism dimension of culture, and Hall's measure of context. The second main effect of location is based on acculturation theory, which deals with the results of two cultures coming in contact with one another. An interaction, basically a foreign versus domestic effect, is theorized by bounded rationality, transaction cost economics, and contextual knowledge seeking in social psychology.