Understanding consumer herding behavior in online purchases and its implications for online retailers and marketers

IF 5.9 3区 管理学 Q1 BUSINESS
Dr. Mazhar Ali , Dr. Huma Amir
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Abstract

Herding behavior refers to the imitation of the behavior of the masses. The primary purpose of this study is to determine how herding affects digital purchases. It is an under-researched area in the marketing and consumer behavior context. First, one needs to understand the circumstances under which one is likely to herd. Second, it is yet to be understood how the effect of observing others' buying behavior transmits into herding. Third, there needs to be a better understanding of the role of price in one's tendency to herd. An online experiment with 541 participants was conducted using a 3 (consumer ratings/sales volume/control) × 2 (high involvement product/low involvement product) between-subjects design. LED TV was selected as a high-involvement product and ball pen pack was selected as a low-involvement product. This research study combined three theories to propose a holistic herding model. It used the social impact theory to capture its persuasive impact, the information adoption model to analyze the acceptance of herding information, and the cue utilization theory to assess the inference from herding information in consumer decision-making. Results indicated significant negative moderating effects of perceived price and product knowledge and the positive moderating effect of perceived uncertainty between the relationship of herding cues (star rating and the number of products sold) and herding behavior. In addition, the mediating results of perceived information usefulness and perceived quality were also significant. This herding model provides a holistic view of the herding process beyond limiting it to an attempt to follow others blindly. Therefore, this study has both theoretical as well as managerial implications.

了解消费者网购中的羊群行为及其对网络零售商和营销人员的影响
从众行为是指对大众行为的模仿。本研究的主要目的是确定羊群行为如何影响数字购物。在市场营销和消费者行为方面,这是一个研究不足的领域。首先,我们需要了解一个人在什么情况下有可能从众。其次,观察他人购买行为的效果如何转化为从众行为还有待了解。第三,需要更好地理解价格在从众倾向中的作用。我们采用 3(消费者评价/销售量/控制)×2(高卷入度产品/低卷入度产品)的主体间设计,对 541 名参与者进行了在线实验。LED电视被选为高卷入度产品,圆珠笔包装被选为低卷入度产品。这项研究结合了三种理论,提出了一个整体放牧模型。它使用社会影响理论来捕捉羊群效应的说服力,使用信息采纳模型来分析羊群效应信息的接受程度,使用线索利用理论来评估羊群效应信息在消费者决策中的推断作用。结果表明,在羊群效应线索(星级评价和产品销售数量)与羊群行为之间,感知价格和产品知识具有明显的负向调节作用,而感知不确定性则具有正向调节作用。此外,感知信息有用性和感知质量的中介效果也很显著。这一羊群行为模型提供了一种对羊群行为过程的整体看法,而不仅仅局限于试图盲目跟随他人。因此,这项研究既有理论意义,也有管理意义。
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来源期刊
Electronic Commerce Research and Applications
Electronic Commerce Research and Applications 工程技术-计算机:跨学科应用
CiteScore
10.10
自引率
8.30%
发文量
97
审稿时长
63 days
期刊介绍: Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.
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