Journal
JOURNAL OF THE ASSOCIATION FOR INFORMATION SCIENCE AND TECHNOLOGY
Volume 67, Issue 11, Pages 2754-2765Publisher
WILEY
DOI: 10.1002/asi.23602
Keywords
empirical studies; virtual communities; electronic commerce
Funding
- National Natural Science Foundation of China [71201149, 71301125, 71231007]
- China Postdoctoral Science Foundation [2014T70601]
- Humanities and Social Sciences Foundation of the Ministry of Education, China [13YJC630132]
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It has been demonstrated that online consumer reviews are an important source of information that affect individuals' purchase decision making. To understand the influence of online reviews, this study extends prior research on information adoption by incorporating the perspective of herd behavior. We develop and empirically test a research model using data collected from an existing book review site. We report 2 major findings. First, argument quality and source credibility predict information usefulness, which affects the adoption of online reviews. Second, we determine that the adoption of online reviews is also influenced by 2 herd factors, namely, discounting own information and imitating others. We further identify the key determinants of these herd factors, including background homophily and attitude homophily. The theoretical and practical implications are discussed.
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