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CISTI'2017 - 12ª Conferência Ibérica de Sistemas e Tecnologias de Informação

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Social Commerce and Herd Behaviour: An Examination of the Moderating Roles of Age and Homophily

Herd behaviour has been demonstrated to influence the online actions of individuals. This work-in-progress-paper proposed a research model to examine the role of age and homophily in the perpetuation of herding within the context of online shopping. An experimental-based methodology is outlined to empirically validate the proposed model using structural equation modeling techniques. Potential contributions to theory and practice are also discussed.

Author(s):

Mariam Munawar    
McMaster University
Canada

Khaled Hassanein    
McMaster University
Canada

Milena Head    
McMaster University
Canada

 

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