Online shopper engagement in price negotiation: the roles of culture, involvement and eWOM

The strategy of inviting online shoppers to negotiate product prices has been employed by numerous online sellers due to its benefits for buyers and sellers. Social media facilitates sharing information regarding such economic benefits among shoppers, thereby generating eWOM, which boosts online social commerce. Yet not all buyers choose to embrace sellers' offers to negotiate product price. In the current paper, we employ consumer culture...