Herd behavior in purchasing books online
Herd behavior in purchasing books online
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DOI：
10.1016/j.chb.2007.08.004
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发表时间：
2008-09-01
影响因子：
9.9
通讯作者：
Chen, Yi-Fen
中科院分区：
文献类型：
--
作者：
Chen, Yi-Fen
以往关于信息级联的研究强调了信息社会影响在决策中的重要性。当人们在互联网上使用他人的产品评价来表明产品质量时，就会发生在线羊群行为。这项工作提出了四项研究，探讨羊群行为的在线图书购买。前两项研究探讨了在互联网上经常发现的两种线索，即，星星的收视率和销量，影响着消费者对线上产品的选择。最后两项研究调查了不同推荐源的相对有效性。实验结果表明，被试在网上书店购买图书时，会将他人对产品的评价和选择作为线索。此外，其他消费者的推荐比专家的推荐对主题选择的影响更大。最后，来自推荐系统的推荐比来自网站所有者的推荐更能影响在线消费者的选择。本研究的结果和影响进行了讨论。(C)2007爱思唯尔有限公司版权所有。
Previous studies on informational cascades have stressed the importance of informational social influences in decision-making. When people use the product evaluations of others to indicate product quality on the Internet, online herd behavior occurs. This work presents four studies examining herd behavior of online book purchasing. The first two studies addressed how two cues frequently found on the Internet, i.e., star ratings and sales volume, influence consumer online product choices. The last two studies investigated the relative effectiveness of different recommendation sources. The experimental results demonstrated that subjects use the product evaluations and choices of others as cues in making purchasing book decisions on the Internet bookstore. Additionally, recommendations of other consumers exerted a greater influence on subject choices than recommendations of an expert. Finally, recommendations from recommender system influenced online consumer choices more than those from website owners. The results and implications of this research are discussed. (C) 2007 Elsevier Ltd. All rights reserved.