Online Herd Behavior in Virtual Communities-Reference-Cited by-同舟云学术

Online Herd Behavior in Virtual Communities

Published:2022-07-08 Issue:1 Volume:13 Page:1-16
ISSN:1947-8305
Container-title:International Journal of Innovation in the Digital Economy
language:ng
Short-container-title:

Author:

Chen Yi-Fen¹,Shen Meny-Wei¹,Lai Jing-Sian²,Lai Chih-Wei³

Affiliation:

1. Department of International Business, Chung Yuan Christian University, Taiwan

2. Ph. D. Program in Business, College of Business, Chung Yuan Christian University, Taiwan

3. Department of Business Administration, Chung Yuan Christian University, Taiwan

Abstract

Previous studies on WOM have stressed the importance of peer consumer reviews in making purchase decision. When people follow the others purchase decision on the Internet, online herd behavior occurs. This paper presents three experiments that examine herd behavior in virtual communities: In experiment 1, a 2 (Volume: sales/recommendation) online experiment was conducted. Experiment 2 investigated herd effects using a 2 (Number of volume: relative/absolute)　×　2 (Number of scale: large/small) online experiment. Online experiment 3 examined herd effects using a 2 (Number of experience-sharing messages: more/fewer) × 2 (Number of recommendations: more/fewer) online experiment. These experiments involved 484 people in a Taiwanese virtual community. Results demonstrated that consumer recommendation volume causes significantly more frequent online herd behavior compared with sales volume. This study advances the literature on online herd behavior in virtual communities.

Publisher

IGI Global

Subject

General Medicine

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