Abstract
Online consumers are increasingly using social commerce platforms to engage in various social interactions and conduct commercial activities. Drawing on latent state-trait (LST) theory, this study investigates how self-awareness (i.e., private and public self-awareness) and context-awareness (i.e., perceived expertise, similarity and familiarity) influence herd behavior (i.e., discounting own information and imitating other). In addition, we examine the interplay between self-awareness and context-awareness. Furthermore, we posit that herd behavior contributes positively to purchase intention, which in turn influences purchase behavior. To test the proposed model, we will collect longitudinal data from actual social commerce users. The theoretical and practical implication will be discussed.
| Original language | English |
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| Title of host publication | ICIS 2019 Proceedings |
| Publisher | Association for Information Systems |
| ISBN (Print) | 9780996683197 |
| Publication status | Published - Dec 2019 |
| Event | 40th International Conference on Information Systems (ICIS 2019) - Internationales Congress Center München (ICM), Munich, Germany Duration: 15 Dec 2019 → 18 Dec 2019 https://icis2019.aisconferences.org/ https://aisel.aisnet.org/icis2019/ |
Publication series
| Name | International Conference on Information Systems, ICIS |
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Conference
| Conference | 40th International Conference on Information Systems (ICIS 2019) |
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| Place | Germany |
| City | Munich |
| Period | 15/12/19 → 18/12/19 |
| Internet address |
Research Keywords
- Context-awareness
- Herd behavior
- Purchase behavior
- Self-awareness
- Social commerce
Publisher's Copyright Statement
- COPYRIGHT TERMS OF DEPOSITED POSTPRINT FILE: © The Author(s).