A RESEARCH NOTE OF ONLINE BIDDERS' CONFORMITY
Authors: Huang, Chun-Hung; Min, Jennifer C. H.
Source: Social Behavior and Personality: an international journal, Volume 35, Number 8, 2007 , pp. 1033-1034(2)
Publisher: Scientific Journal Publishers
Abstract:Consumers' mimicking behavior has been confirmed by numerous experiments conducted by sociologists and psychologists. Bidders may be influenced by other bidders in order to reduce perceived risk or collect better product information. Based on the influence of online customer reviews, and Lascu and Zinkhan's conformity model (1999), this research is designed to build on the exploratory research with three important factors that affect conformity bidder behaviors: informational social influence (mediator), perceived risk, and product involvement.
Document Type: Research Article
Publication date: 2007-01-01
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