Conference
The Impact of Homophily and Herd Size on Decision Confidence in the Social Commerce Context
Abstract
Online shopping creates uncertainty in consumers, negatively impacting their decision confidence. Social commerce is a new variant of e-commerce, fitted with social media technologies that allow users to observe how others are behaving in the online shopping space. These observations may drive herd behaviour, a tendency of people to imitate others in an effort to reduce uncertainty. Various characteristics of a herd can result in the …
Authors
Munawar M; Hassanein K; Head M
Series
Advances in Intelligent Systems and Computing
Volume
1160
Pagination
pp. 672-678
Publisher
Springer Nature
Publication Date
2020
DOI
10.1007/978-3-030-45691-7_63
Conference proceedings
Advances in Intelligent Systems and Computing
ISSN
2194-5357