Informational and Normative Social Influence in Group-Buying: Evidence from Self-Reported and EEG Data

• 成果类型: Article
• 署名作者: Kuan, Kevin K. Y.; Zhong, Yingqin; Chau, Patrick Y. K.
• 署名单位: University of Sydney; Chinese University of Hong Kong; City University of Hong Kong; University of Hong Kong
• 刊物名称: JOURNAL OF MANAGEMENT INFORMATION SYSTEMS
• ISSN/ISSBN: 0742-1222
• DOI: 10.2753/MIS0742-1222300406
• 发表日期: 2014
• 页码: 151-178
• 关键词: word-of-mouth; NEGATIVITY BIAS; attractive models; brain; emotions; asymmetry; BEHAVIOR; conformity; alpha; Neuroeconomics

摘要

This study examines two types of information commonly used by group-buying sites to induce purchasing. The first study indicates the number of people who have bought a deal (buy information). The second one indicates Facebook friends who like a deal (like information). The effects of the group-buying information on opinions (attitude and intention) and emotions were examined using a controlled experiment. Our results show that positive and negative buy information has an asymmetric influence on attitude and intention, whereas like information has a positive influence on intention. The presence of buy information is associated with EEG activity that is generally linked to negative emotions. However, the addition of like information is associated with EEG activity that is generally linked to positive emotions. The different effects of the two types of group-buying information can be explained by the different social influences exerted by the information.