Understanding consumer herding behavior in online purchases and its implications for online retailers and marketers

• Published in: Electronic commerce research and applications Vol. 64; p. 101356
• Main Authors: Ali, Dr. Mazhar, Amir, Dr. Huma
• Format: Journal Article
• Language: English
• Published: Elsevier B.V 01.03.2024
• Subjects: Consumer herding behavior; Perceived information usefulness; Perceived price; Perceived uncertainty; Product knowledge; Product knowledge; Perceived uncertainty; Consumer herding behavior; Perceived information usefulness; Perceived price

•This study presented a consumer herding model using the theory of social impact, cue utilization, and information adoption model.•This study measured the direct impact of consumer ratings and sales volume on herding behavior and examined the role of moderators and mediators.•There were negative mod...