Consumer herding behavior in online buying: a literature review

Author Affiliation

  • Huma Amir is Assistant Professor Marketing at Institute of Business Administration (IBA), Karachi

Faculty / School

School of Business Studies (SBS)

Department

Department of Marketing

Was this content written or created while at IBA?

Yes

Document Type

Article

Source Publication

International Review of Management and Business Research

ISSN

2306-9007

Disciplines

Marketing | Sales and Merchandising | Technology and Innovation

Abstract

The purpose of this review paper is to present the application of herding behavior in online buying. The simplest description of herding behavior is the imitation of others in making decisions. Online buying platforms have facilitated observing others' buying behavior, thereby increasing possibilities of social influence on our information search, evaluation, and buying. The concept of herding is multi-disciplinary; however, the literature review on herding behavior is mainly grounded in economics and finance. There is little understanding of herding behavior in marketing literature. Therefore, this study covers herding behavior literature through high-quality research papers published from 2000 to 2020 in journals indexed in the social science citation index, science citation index expanded, and emerging source citation index. This paper discusses the conceptualization of herding in online buying, herding situations, informationprocessing view of herding, measuring herding effect, herding models and theories, and areas for future research to enrich herding literature in online buying. This paper proposes a herding model (HCMMD) based on the stimulus-organism-response (SOR) theory to study herding behavior.

Indexing Information

HJRS - Y Category

Publication Status

Published

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