A research note of Online Bidders’ Conformity

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Chun-Hung Huang
Jennifer C. H. Min
Cite this article:  Huang, C., & Min, J. (2007). A research note of Online Bidders’ Conformity. Social Behavior and Personality: An international journal, 35(8), 1033-1034.


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Consumers’ mimicking behavior has been confirmed by numerous experiments conducted by sociologists and psychologists. Bidders may be influenced by other bidders in order to reduce perceived risk or collect better product information. Based on the influence of online customer reviews, and Lascu and Zinkhan’s conformity model (1999), this research is designed to build on the exploratory research with three important factors that affect conformity bidder behaviors: informational social influence (mediator), perceived risk, and product involvement.

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Appreciation is due to anonymous reviewers.

Jennifer Min, Tourism Department, Hsing Wu College, No. 101, Sec.1, Fenliao Rd, LinKou Township, Taipei County 244, Taiwan. Phone: +886-2- 2601-5310 # 2432; Fax: +886-2-2634-8387; Email: [email protected]

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