Who do We Listen to More: Opinion Leaders or Friends? The Social Function of Conformity Behavior in Social Commerce

dc.contributor.author Jia, Yanli
dc.contributor.author Liu, Libo
dc.date.accessioned 2016-12-29T00:24:49Z
dc.date.available 2016-12-29T00:24:49Z
dc.date.issued 2017-01-04
dc.description.abstract Online social information (e.g., product ratings and product purchase) is widely available on the social commerce sites and is believed to affect user purchase decisions. Drawing from the prior research on online conformity, we examine any differential impact of the online social information generated by opinion leader versus friends. By analyzing a large-scale data collected from a social commerce site, we found that user purchase decisions are influenced by the online social information both by opinion leaders and by friends. However, the information by friends has greater effect in comparison to that by opinion leaders. In addition, our results indicated that female users demonstrate greater tendency to conform to friends than opinion leaders, but not for male users. This study contributes to the existing literature by explaining how different types of social information influence users’ purchase decision and identifying the moderating role of gender on it. The results offer important and interesting insights to research and practice.
dc.format.extent 8 pages
dc.identifier.doi 10.24251/HICSS.2017.104
dc.identifier.isbn 978-0-9981331-0-2
dc.identifier.uri http://hdl.handle.net/10125/41256
dc.language.iso eng
dc.relation.ispartof Proceedings of the 50th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject conformity behavior
dc.subject gender
dc.subject herding
dc.subject opinion leader
dc.subject social commerce
dc.subject user purchase decision
dc.title Who do We Listen to More: Opinion Leaders or Friends? The Social Function of Conformity Behavior in Social Commerce
dc.type Conference Paper
dc.type.dcmi Text
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