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WorldCist'20 - 8th World Conference on Information Systems and Technologies

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The impact of homophily and herd size on decision confi-dence in the social commerce context

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 be-having 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 propagation of herd behaviour. This work-in-progress paper hones in on how homophily and herd size, as characteristics of a herd, can drive herd behaviour and ultimately impact a consumer’s decision confidence in the social commerce context. A research model is proposed and an experimental methodology is outlined. Potential contributions to both theory and practice are discussed.

Mariam Munawar
DeGroote School of Business, McMaster University
Canada

Khaled Hassanein
DeGroote School of Business, McMaster University
Canada

Milena Head
DeGroote School of Business, McMaster University
Canada

 


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