The Impact of Online Reviewers' Credibility on Consumer Herding Behavior: The Moderating Effect of Group Affiliation

Jun-Yu Zhong, Hsien-Tung Tsai

研究成果: 會議貢獻類型論文

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 group affiliation 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
頁面1455-1460
頁數6
DOIs
出版狀態已發佈 - 2018
對外發佈Yes
事件TANET2018 臺灣網際網路研討會 - National Central University, 臺灣
持續時間: 十月 24 2018十月 26 2018
https://cis.ncu.edu.tw/SeminarSys/activity/TANET2018/home

會議

會議TANET2018 臺灣網際網路研討會
國家臺灣
期間10/24/1810/26/18
網際網路位址

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