“…The influence of customers' cultural orientation on their cognitions and behaviors has been confirmed by a great many of studies (Deufel et al, 2019;Moon et al, 2008;Shiu et al, 2015;Wang et al, 2019). Although some recent literature has analyzed the moderating effects of cultural orientation on word-of-mouth behavior (Lee and Choi, 2019), social media usage (Hu et al, 2020), and diffusion of innovations (Pettifor et al, 2017) from the perspective of social impact, there is no research on consumer behavior combined with information cascades and cultural orientation. Due to the important impact of information cascades on online purchase behaviors, online merchants can design their marketing strategies to enable informational cascades to work for, and not against, them Liu et al, 2016).…”