A cross-cultural study of English and Chinese online platform reviews: A genre-based view

Abstract

Regardless of the increasing research attention paid to peer-to-peer accommodation worldwide, our understanding of consumer experiences across different languages and cultures is limited. Extant research tends to support the view that consumer experiences are homogeneous, while overlooking possible cultural divergence across cultures. To fill this gap, this study uses a cross-cultural perspective based on genre analysis and cross-cultural rhetoric study to compare English and Chinese reviews about users’ peer-to-peer accommodation experiences in two popular platforms in China, Airbnb and Xiaozhu (China’s Airbnb platform). Through analyzing 584 online reviews (256 in Chinese and 328 in English), we found similar moves in both sets of data, including reviews about the accommodation and about the host, expressing feelings, and making a recommendation. However, we found significant differences in expressing these moves in communication styles. We found that there was a stronger sense of a close and family- like relationship between the guest and the host in the Chinese reviews, while English reviews stressed the importance of space and privacy.