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.
| Original language | English |
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| 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 |
| Event | 23rd Pacific Asia Conference on Information Systems (PACIS 2019): Secure ICT Platform for the 4th Industrial Revolution - Shaanxi Guesthouse, Xi'an, China Duration: 8 Jul 2019 → 12 Jul 2019 http://www.pacis2019.org/ http://www.pacis2019.org/program/show.php?lang=en&id=356 https://aisel.aisnet.org/pacis2019/ |
Publication series
| Name | Proceedings of the Pacific Asia Conference on Information Systems, PACIS |
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Conference
| Conference | 23rd Pacific Asia Conference on Information Systems (PACIS 2019) |
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| Abbreviated title | PACIS 2019 |
| Place | China |
| City | Xi'an |
| Period | 8/07/19 → 12/07/19 |
| Internet address |
Research Keywords
- Herd behavior
- Product uncertainty
- Purchase behavior
- Seller uncertainty
- Social commerce