Online Consumer Misbehavior: The Effects of WOM versus Observational Learning

摘要：

　　Word of mouth (WOM) and observational learning (OL), as two types of social interaction, have been generally studied by researchers.And they have significant impacts on consumers purchase decision.However, few researches pay attention to their influences on online misbehavior.In this paper, we respectively examined the effect of these variables on consumers misbehavior.Moreover, Machiavellianism (Mach) as a kind of intrinsic quality may have an impact on consumers choice making, thus it was introduced in this study.Using experimental methods and analysis data from 124 respondents, the results show that (1) the likelihood of consumer misbehavior is lower when the WOM is positive and (2) negative OL could induce observers to learn the misbehavior;(3) Mach has no significant effect on misbehavior, while it acts as a mediating variable: consumers with low Mach are more likely to be influenced by misbehaviors.

关键词： word of mouth observational learning misbehavior social learning theory social influence

作者: Jingwen Chen Yuan Yin Shumeng Liao

作者单位: School of Business Administration, Zhongnan University of Economics and Law, China

会议类型: 国际会议

会议名称: The Thirteenth Wuhan International Conference on E-Business(第十三届武汉电子商务国际会议)(WHICEB2014)

会议地点: 武汉

会议语种:英文

页码: 1-8

在线出版日期: 2014-05-31（万方平台首次上网日期，不代表论文的发表时间）