The Impact of Herd Behavior on Purchase Behavior : The Moderating Role of Uncertainty

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationPACIS 2019 Proceedings
EditorsDongming Xu, James Jiang, Hee-Woong Kim
PublisherAssociation for Information Systems
Publication statusPublished - Jul 2019

Publication series

NameProceedings of the Pacific Asia Conference on Information Systems, PACIS

Conference

Title23rd Pacific Asia Conference on Information Systems (PACIS 2019)
LocationShaanxi Guesthouse
PlaceChina
CityXi'an
Period8 - 12 July 2019

Abstract

Herd behavior has gained attention in recent IS literature. However, the relationship between herd behavior and buyers' purchase behavior in social commerce contexts is under-investigated. In order to fill this gap, we develop a research model to investigate how herd behavior influences buyers' purchase behavior in the context of social commerce. In addition, we also consider how seller and product uncertainty moderate the relationship between herd behavior and buyers' purchase behavior. Users in China who have purchase experience on social commerce platforms will be surveyed to test our hypotheses. The research design and potential theoretical and practical implications will be discussed.

Research Area(s)

  • Herd behavior, Product uncertainty, Purchase behavior, Seller uncertainty, Social commerce

Citation Format(s)

The Impact of Herd Behavior on Purchase Behavior : The Moderating Role of Uncertainty. / Chen, Xiayu; Li, Yanrui; Davison, Robert M.; Liu, Yezheng.

PACIS 2019 Proceedings. ed. / Dongming Xu; James Jiang; Hee-Woong Kim. Association for Information Systems, 2019. (Proceedings of the Pacific Asia Conference on Information Systems, PACIS).

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review