Purpose: Global adoption of the internet and mobile usage results in a huge variation in the cultural backgrounds of consumers who generate and consume electronic word-of-mouth (eWOM). Unsurprisingly, a research trend on cross-cultural eWOM has emerged. However, there has not been an attempt to synthesize this research topic. This paper aims to bridge this gap. Methodology: This research paper conducts a systematic literature review of the current research findings on cross-cultural eWOM. Journal articles published from 2006 to 2021 are included. This study then presents the key issues in the extant literature and suggests potential future research. Findings: The findings show that there has been an upward trend in the number of publications on cross-cultural eWOM since the early 2010s, with a relatively steeper increase toward 2020. The findings also synthesize cross-cultural eWOM research into four elements and suggest potential future research avenues. Value: To the best of the authors' knowledge, there is currently no exhaustive/integrated review of cross-cultural eWOM research. This research fills the need to summarize the current state of cross-cultural eWOM literature and identifies research questions to be addressed in the future.

翻译：目的：互联网和移动设备的全球普及使得生成和消费电子口碑（eWOM）的消费者文化背景呈现巨大差异。因此，关于跨文化电子口碑的研究趋势应运而生。然而，目前尚未有研究对此主题进行系统整合。本文旨在填补这一空白。方法：本研究对跨文化电子口碑的现有研究成果进行了系统性文献综述，涵盖2006年至2021年间发表的期刊文章。随后，本文梳理了现有文献中的关键问题，并提出了未来潜在研究方向。发现：结果显示，自2010年代初以来，跨文化电子口碑相关论文数量呈上升趋势，尤其在2020年前后增长更为显著。此外，研究将跨文化电子口碑的文献整合为四个要素，并提出了未来潜在的研究路径。价值：据作者所知，目前尚无对跨文化电子口碑研究的全面/整合性综述。本研究填补了总结跨文化电子口碑文献现状的需求，并识别了未来需要解决的研究问题。