The snob and bandwagon effects on online purchase intention has been studied for years. However, little research has focused on their interaction effects under different promotion strategies. This study proposes a model with eye-tracking data to explore consumers’ interests in different promotions. The ultimate purpose of this paper is to investigate the way consumers view information and make purchase decisions on online promotion websites. Drawing on the theory of consumers' behaviour and research on the snob and bandwagon effects, it’s hypothesized that the number of previous purchase will influence consumers' purchase intention through snob and bandwagon effects. Moreover, there will be a negative effect of previous purchase numbers on consumers’ purchase intention for high involved products, and a positive one for low involved products. It’s also assumed that the effect of different promotion strategies (coupons, price discount, cash return) on consumers' price perception can be moderated by the previous purchase number claim.
Chen, Li Dan; Lai, Xin; Wang, Neng Min; and Huang, Wei, "RESEARCH IN PROGRESS: THE SNOB AND BANDWAGON EFFECTS ON CONSUMERS’ PURCHASE INTENTION UNDER DIFFERENT PROMOTION STRATEGIES" (2016). PACIS 2016 Proceedings. 118.