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

Tzu-Ying Lu, Jun-Yu Zhong

研究成果: 書貢獻/報告類型會議貢獻

摘要

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.
原文英語
主出版物標題Proceedings of World Business, Economics and Finance Research Conference
編輯 Md. Mahbubul Hoque Bhuiyan
出版地Australia
發行者World Business Institute
ISBN(列印)9781925488630
出版狀態已發佈 - 2018
對外發佈Yes
事件World Business, Economics and Finance Research Conference
- Ambassador Hotel, Bangkok, 泰国
持續時間: 四月 9 2018四月 10 2018

會議

會議World Business, Economics and Finance Research Conference
國家泰国
城市Bangkok
期間4/9/184/10/18

Keywords

  • Online consumer behavior
  • Marketing

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  • 引用此

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