Abstract
Social commerce is a new variant of e-commerce, fitted with social media technologies that allow users to interact with each other. These interactions may facilitate feelings of homophily, and may propagate herd behaviour within the online medium. This work-in-progress paper hones in on how homophily and herding arise within the social commerce context, and examines how it impacts a consumer's' decision-making process. A research model is proposed and an experimental methodology is outlined. Potential contributions to both theory and practice are discussed.
Author supplied keywords
Cite
CITATION STYLE
Munawar, M., Hassanein, K., & Head, M. (2019). The impact of homophily and herding on decision confidence in social commerce. In Multi Conference on Computer Science and Information Systems, MCCSIS 2019 - Proceedings of the International Conferences on ICT, Society and Human Beings 2019, Connected Smart Cities 2019 and Web Based Communities and Social Media 2019 (pp. 420–423). IADIS Press. https://doi.org/10.33965/wbc2019_201908c055
Register to see more suggestions
Mendeley helps you to discover research relevant for your work.
