Consumer Herding Behavior: An Investigation of the Mediating and Moderating Effects

Tzu-Ying Lu, Jun-Yu Zhong

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This study will examine the transmission process from credible source to
consumers’ herding behavior from the perspectives of social identity theory, social influence theory, and communication theory. This study expects to find that social influence (i.e., informational influence and normative influence), individual influence (i.e., cognition-based trust), and a consumer’s identification with an online reviewer as a mechanism of how consumers perceive an online reviewer’s credibility to affect herding behaviors. This study will use online questionnaire to collect the related data from online users who have the experience of searching online information before buying product/service. In addition, an individual’s
characteristic is a key factor to affect one’s behavioral performance. This study will consider preference for group further exploring the inconsistent consequences of herding process. The research hopes to provide different insights and managerial implications to consumer herding behavior by analyzing this persuasive process.
Original languageEnglish
Title of host publicationProceedings of World Business, Economics and Finance Research Conference
Editors Md. Mahbubul Hoque Bhuiyan
Place of PublicationAustralia
PublisherWorld Business Institute
ISBN (Print)9781925488630
Publication statusPublished - 2018
Externally publishedYes
EventWorld Business, Economics and Finance Research Conference
- Ambassador Hotel, Bangkok, Thailand
Duration: Apr 9 2018Apr 10 2018

Conference

ConferenceWorld Business, Economics and Finance Research Conference
CountryThailand
CityBangkok
Period4/9/184/10/18

Keywords

  • Online consumer behavior
  • Marketing

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  • Cite this

    Lu, T-Y., & Zhong, J-Y. (2018). Consumer Herding Behavior: An Investigation of the Mediating and Moderating Effects. In Md. Mahbubul Hoque Bhuiyan (Ed.), Proceedings of World Business, Economics and Finance Research Conference World Business Institute.