Underscoring its important role in business activities, word-of-mouth is generally the preferred method by most consumers for collecting information when they lack it on a particular topic. According to previous research, as it is the least biased according to consumers, word-of-mouth is more believable versus other information sources (Paul et al., 1991; Richins, 1983). Thanks to this perceived advantage, the Internet plays a critical role in today’s economic and social life and has become almost indispensable for daily communication. This phenomenon and the increasing number of Internet users have contributed to the growing influence of networked communications, shifting traditional word-of-mouth to a new form called Internet word-of-mouth (eWOM). Visible eWOM, which supports anonymity and asynchronous communication distribution, attracts a wider range of consumers, thereby becoming important as it affects business performance. Practitioners and marketing scholars increasingly pay attention to eWOM. Since 2000, more and more domestic and foreign scholars have been engaged in the study of eWOM marketing, but the applicable of the results require further development.

Online WOM marketing can succeed by following the “spread” rule, namely, guiding the spread of those in favor of the enterprise. Previous research mainly focuses on the motives behind its spread, the factors associated with this, the influences on consumer psychology and behavior, and business performance. As part of a consumer’s psychology and behavioral response, WOM is notably associated with social and cultural backgrounds. In the past, few scholars have undertaken the study of cultural differences in the context of WOM in terms of its influence on procurement. No comparison has been made on differences in WOM between two culturally distinct countries such as China and Japan. However, cultural differences may result in different WOM marketing. Thus, there is need for more research on difference in the acceptance and spread of eWOM between China and Japan to more accurately direct marketing theory and practice in those countries.