Cited By
View all- Ma HChen Q(2025)Social environment, low-carbon cognition and low-carbon consumption behaviors of youth groups: evidence from Xizang, ChinaFrontiers in Psychology10.3389/fpsyg.2025.149476116Online publication date: 12-Feb-2025
Research on the Influencing Factors of Herd Consumption Behavior in the Context of E-Commerce Live Streaming
Author: 
Yingxia LiuAuthors Info & Claims
Yingxia LiuAuthors Info & ClaimsPages 14 - 21
Abstract
This paper explores the influencing factors of herd consumption behavior in the context of e-commerce live streaming, and studies the mechanism of herd consumption behavior. Based on the theory of herd behavior, reference groups theory, and social presence theory, this paper constructed a model of the influencing factors of herd consumption behavior in the context of e-commerce live streaming, collected 236 valid samples through questionnaires, and used SPSS and AMOS to measure the reliability and validity of the table were tested. This research hypothesis was tested with the empirical method of structural equation model. We found that group identification positively affects normal herd motivation in e-commerce live streaming, reference groups positively affect informative herd motivation in e-commerce live streaming, and social presence and product involvement negatively affect informative herd motivation in e-commerce live streaming. Additionally, normative herd motivation and informative herd motivation positively affect herd consumption behavior in e-commerce live streaming. These results will help consumers make more rational decisions in e-commerce live shopping, optimize the interaction mechanism of the e-commerce platform, and improve the professionalism of the anchors.
References
[1]
Greenleaf, E. A., & Lehmann, D. R. (1995). Reasons for substantial delay in consumer decision making. Journal of Consumer Research, 22(2),186–199.
[2]
Park, E., Rishika, R., Janakiraman, R., Houston, M. B., & Yoo, B. (2018). Social dollars in online communities: The effect of product, user and network characteristics. Journal of Marketing, 82(1), 93–114.
[3]
Xie, Y., Chen, M. L., Lai, H. X., Zhang, W. K., Zhao, Z., & Mahmood, A. C. (2016). Neural basis of two kinds of social influence: Obedience and conformity. Frontiers in Human Neuroscience, 10.
[4]
Cao,H.,J.,Yao,B.,H.(2003). Analysis and reflection on herd consumption behavior. Consumption economy.(05):42-45.
[5]
Gao, F., Guo, Z., Tian, Y., Si, Y., and Wang, P. (2018). Relationship between shyness and generalized pathological internet use among Chinese school students: the serial mediating roles of loneliness, depression, and self-esteem. Front. Psychol. 9:1822.
[6]
Shantha, K. V. A. (2019). Individual investors’ learning behavior and its impact on their herd bias: an integrated analysis in the context of stock trading. Sustainability-Basel 11:1448.
[7]
Sherif, M. (1937). An experimental approach to the study of attitudes. Sociometry, 1(1/2), 90-98.
[8]
Ash, S. E. (1953). Effects of group pressure upon the modification and distortion of judgements. Group dynamics.
[9]
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. The journal of abnormal and social psychology, 51(3), 629.
[10]
Spiller, S. A., and Belogolova, L. (2016). On consumer beliefs about quality and taste. J. Consum. Res. 43, 970–991.
[11]
Kang, I., Cui, H., and Son, J. (2019). Conformity consumption behavior and FoMO. Sustain. Basel 11:4734.
[12]
Lascu, D. N., & Zinkhan, G. (1999). Consumer conformity: review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
[13]
Ying Xie, ChunQing Li, Peng Gao, Yi Liu. (2019). Research on the influence and mechanism of social presence on online herd consumption in live broadcast marketing– Behavioral and Neurophysiological Perspectives. Advances in Psychological Science, 027(006), 990-1004.
[14]
Lee, K. M., & Nass, C. (2005). Social-psychological origins of feelings of presence: Creating social presence with machine-generated voices. Media Psychology, 7(1), 31–45.
[15]
Botha, E., & Reyneke, M. (2016). The influence of social Carrigan, W.C.and Julian, J.W. (1966), Sexand Birth-Order Differences in Conformity as A Function of Need Affiliation Arousal[J].Journalof Personality and Social Psychology, 3, 479-483.
[16]
Keng, C. J., Chang, W. H., Chen, C. H., & Chang, Y. Y. (2016). Mere virtual presence with product experience affects brand attitude and purchase intention. Social Behavior & Personality: An International Journal, 44(3), 431–444.
[17]
Shin, D. H., & Shin, Y. J. (2011). Consumers' trust in virtual mall shopping: The role of social presence and perceived security. International Journal of Humanâ Computer Interaction, 27(5), 450–475.
[18]
Lee, E. J., & Shin, S. Y. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer's photo. Computers in Human Behavior, 31(1), 356–366.
[19]
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human behavior, 56, 225-237.
[20]
Shen, J. (2012). Social comparison, social presence, and enjoyment in the acceptance of social shopping websites. Journal of Electronic Commerce Research, 13(3), 198–212.
[21]
Wang, Q. Z., Yang, Y., Wang, Q., & Ma, Q. G. (2014). The effect of human image in B2C website design: An eye- tracking study. Enterprise Information Systems, 8(5), 582–605.
[22]
Social Presence: Conceptualization and Measurement, Karel Kreijns1 & Kate Xu1 & Joshua Weidlich2(2022)
[23]
Anderson, Eugene W., Claes Fornell & Donald R. Lehmann. (1994), customer satisfaction, market share, and profitability: findings from Sweden. Journal of marketing, vol.58, July, 53-66.
[24]
Starita, L. (2019). 4 Key Findings in the Annual Gartner CMO Spend Survey 2019-2020. Gartner website. October, 3, 2019.
[25]
Zhen Gong, Han Li. (2007). Research on the Reference Group Effect of Luxury Consumption in China. Business Age(11),20-21.
[26]
Lockwood, P., & Kunda, Z. (1997). Superstars and me: Predicting the impact of role models on the self. Journal of Personality and Social Psychology, 73, 91-103.
[27]
Lockwood, P., & Kunda, Z. (2000) .Outstanding role models: Dothey inspire or demoralize us? In A.Tesser, R.B.Felson, &J.M.Suls, (Eds.), Psychological perspectives on self and identity (147-171) .Washington, DC: American Psychological Association.
[28]
White, K., &Dahl, D.W. (2006).To be or not be? The influence of dissociative reference groups on consumer preferences. Journalof Consumer Psychology, 16, 404-414.
[29]
Lee, M. K. O., Shi, N., Cheung, C. M. K., Lim, K. H., & Sia, C. L. . (2011). Consumer's decision to shop online: the moderating role of positive informational social influence. Information & Management, 48(6), 185-191.
[30]
Rong Ying, FeiFei Zhang. (2015). The mechanism of group identity in group behavior. Advances in Psychological Science, 23(9), 1637.
[31]
Short, J., Williams, E., Christie, B. (1976). The Social Psychology of Telecommunications. London: John Willey and Sons, Ltd.
[32]
Kushnir, T. J. (1981). The status of arousal in recent social facilitation literature: A review and evaluation of assumptions implied by the current research model. Social Behavior & Personality: An International Journal, 9(2), 185–191.
[33]
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.
[34]
Anshel, M. H. (1985). The effect of arousal on warm-up decrement. Research Quarterly for Exercise and sport, 56(1), 1-9.
[35]
Chen, Y., Wang, Q., & Xie, J. (2011). Online social interactions: a natural experiment on word of mouth versus observational learning. Journal of Marketing Research, 48(2), 238e254.
[36]
GuoWei Lin, Kai Bai, & XiaoHui Liu. (2015). The influence of reference groups on the convergence behavior of Chinese consumers in overseas travel and shopping. Resource Science, 37(11), 2151-2161.
[37]
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59-70.
[38]
Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as a determinant of argument-based persuasion. Journal of personality and social psychology, 41(5), 847.
Index Terms
- Research on the Influencing Factors of Herd Consumption Behavior in the Context of E-Commerce Live Streaming
Recommendations
An examination of critical factors influencing consumers' behavior in live streaming e-commerce
ICCSMT '24: Proceedings of the 2024 5th International Conference on Computer Science and Management TechnologyThe rapid development of live streaming e-commerce calls for a deeper understanding of the factors influencing consumer behavior. This paper uses web crawling to gather data, combining Latent Dirichlet Allocation (LDA) and word frequency analysis for ...
Interactive Elements in E-commerce Live Streaming: Key Influencing Factors in Consumer Purchase Decisions
Human-Centered Design, Operation and Evaluation of Mobile CommunicationsAbstractWith the rapid development of internet technology, the live streaming industry is booming, and e-commerce companies are adopting live streaming marketing methods. Through live streaming, consumers can more intuitively understand the products. This ...
Factors Influencing Customer Loyalty in Knowledge-based E-commerce Live Streaming: A Case Study of EAST BUY
ICEME '24: Proceedings of the 2024 15th International Conference on E-business, Management and EconomicsThis study examines the key factors affecting customer loyalty in a knowledge-based e-commerce environment using East Buy as an example. Using the ABC Attitude Theory model and the SERVQUAL model, the effects of reliability, assurance, responsiveness, ...
Comments
Information & Contributors
Information
Published In
June 2022
166 pages
ISBN:9781450397322
DOI:10.1145/3545897
- Conference Chairs:
- Thomas Hanne,
- Wojciech Cellary,
- Jesus Garcia-Madariaga
Copyright © 2022 ACM.
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]
Publisher
Association for Computing Machinery
New York, NY, United States
Publication History
Published: 21 September 2022
Check for updates
Author Tag
Qualifiers
- Research-article
- Research
- Refereed limited
Conference
ICIEB 2022
ICIEB 2022: 2022 3rd International Conference on Internet and E-Business
June 15 - 17, 2022
Madrid, Spain
Contributors
Other Metrics
Bibliometrics & Citations
Bibliometrics
Article Metrics
- View Citations1Total Citations
- 189Total Downloads
- Downloads (Last 12 months)47
- Downloads (Last 6 weeks)1
Reflects downloads up to 10 Feb 2025
Other Metrics
Citations
Cited By
View all- Ma HChen Q(2025)Social environment, low-carbon cognition and low-carbon consumption behaviors of youth groups: evidence from Xizang, ChinaFrontiers in Psychology10.3389/fpsyg.2025.149476116Online publication date: 12-Feb-2025
View Options
Login options
Check if you have access through your login credentials or your institution to get full access on this article.
Sign inFull Access
View options
View or Download as a PDF file.
PDFeReader
View online with eReader.
eReaderHTML Format
View this article in HTML Format.
HTML Format