A research note of Online Bidders’ Conformity

Chun-Hung Huang1, Jennifer C. H. Min2
1Ming Chuan University, Taiwan
2Hsing Wu College, Taiwan
Cite this article:  Huang, C., & Min, J. (2007). A research note of Online Bidders’ Conformity. Social Behavior and Personality: An international journal, 35, 1033-1034.

Volume 35 Issue 8 | e1636 | Published: September 2007 | DOI: https://doi.org/10.2224/sbp.2007.35.8.1033

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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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