Herd behavior in consumers’ adoption of online reviews

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

36 Scopus Citations
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Original languageEnglish
Pages (from-to)2754-2765
Journal / PublicationJournal of the Association for Information Science and Technology
Issue number11
Online published23 Dec 2015
Publication statusPublished - Nov 2016
Externally publishedYes


It has been demonstrated that online consumer reviews are an important source of information that affect individuals’ purchase decision making. To understand the influence of online reviews, this study extends prior research on information adoption by incorporating the perspective of herd behavior. We develop and empirically test a research model using data collected from an existing book review site. We report 2 major findings. First, argument quality and source credibility predict information usefulness, which affects the adoption of online reviews. Second, we determine that the adoption of online reviews is also influenced by 2 herd factors, namely, discounting own information and imitating others. We further identify the key determinants of these herd factors, including background homophily and attitude homophily. The theoretical and practical implications are discussed.

Research Area(s)

  • electronic commerce, empirical studies, virtual communities