Herd behavior in consumers' adoption of online reviews

被引：112

作者：

Shen, Xiao-Liang ^{[1
]}

Zhang, Kem Z. K. ^{[2
]}

Zhao, Sesia J. ^{[3
]}

机构：

[1] Wuhan Univ, Econ & Management Sch, Wuhan 430072, Hubei, Peoples R China

[2] Univ Sci & Technol China, Sch Management, 96 Jinzhai Rd, Hefei 230026, Anhui, Peoples R China

[3] Anhui Univ, Sch Management, 111 Jiulong Rd, Hefei 230601, Anhui, Peoples R China

来源：

JOURNAL OF THE ASSOCIATION FOR INFORMATION SCIENCE AND TECHNOLOGY | 2016年 / 67卷 / 11期

基金：

中国国家自然科学基金; 中国博士后科学基金;

关键词：

empirical studies; virtual communities; electronic commerce; WORD-OF-MOUTH; MODERATING ROLE; INFORMATION; IMPACT; SALES; DETERMINANTS; CREDIBILITY; COMMUNITIES; ACCEPTANCE; INTENTION;

D O I：

10.1002/asi.23602

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

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.

引用

页码：2754 / 2765

页数：12

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