The Impact of Herd Behavior on Purchase Behavior: The Moderating Role of Uncertainty

Authors

Xiayu Chen, Hefei University of TechnologyFollow
Yanrui Li, Hefei University of TechnologyFollow
Robert M. Davison, City University of Hong KongFollow
Yezheng Liu, Hefei university of technologyFollow

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.

Recommended Citation

Chen, Xiayu; Li, Yanrui; M. Davison, Robert; and Liu, Yezheng, "The Impact of Herd Behavior on Purchase Behavior: The Moderating Role of Uncertainty" (2019). PACIS 2019 Proceedings. 203.
https://aisel.aisnet.org/pacis2019/203