標題: Herding in online product choice
作者: Huang, JH
Chen, YF
管理科學系
Department of Management Science
公開日期: 1-五月-2006
摘要: Previous research has shown that people are influenced by others when making decisions. This work presents three studies examining herding in product choices on the Internet. The first two studies addressed how two cues frequently found on the Internet, that is, sales volume and customer reviews, influence consumer on-line product choices. The third study examined the relative effectiveness of two recommendation sources. The experimental results revealed that subjects used the choices and evaluations of others as cues for making their own choices. However, herding effects are offset significantly by negative comments from others. Additionally, the recommendations of other consumers influence the choices of subjects more effectively than recommendations from an expert. Finally, implications of this work are discussed. (c) 2006 Wiley Periodicals, Inc.
URI: http://dx.doi.org/10.1002/mar.20119
http://hdl.handle.net/11536/14362
ISSN: 0742-6046
DOI: 10.1002/mar.20119
期刊: PSYCHOLOGY & MARKETING
Volume: 23
Issue: 5
起始頁: 413
結束頁: 428
顯示於類別:期刊論文


文件中的檔案:

  1. 000237166000005.pdf