The Impact of Herd Behavior on Purchase Behavior : The Moderating Role of Uncertainty
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Title of host publication | PACIS 2019 Proceedings |
| Editors | Dongming Xu, James Jiang, Hee-Woong Kim |
| Publisher | Association for Information Systems |
| Publication status | Published - Jul 2019 |
Publication series
| Name | Proceedings of the Pacific Asia Conference on Information Systems, PACIS |
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Conference
| Title | 23rd Pacific Asia Conference on Information Systems (PACIS 2019) |
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| Location | Shaanxi Guesthouse |
| Place | China |
| City | Xi'an |
| Period | 8 - 12 July 2019 |
Link(s)
| Document Link | Links
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| Link to Scopus | https://www.scopus.com/record/display.uri?eid=2-s2.0-85089217826&origin=recordpage |
| Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(c64cbe52-2e86-4320-9f59-e45a917a1c16).html |
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. et al.
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).
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 32 - Refereed conference paper (with host publication) › peer-review
