The different impact of fluency and disfluency on online group-buying conforming behavior

作者：

Highlights：

• The fluency and disfluency perspectives are examined to investigate the online conforming behavior.

• The positive impact of fluency is demonstrated on online group-buying conforming behavior.

• The positive impact of disfluency is demonstrated on return tendency.

• Mixed information processing is applied to benefit online group-buying providers and customers.

摘要

•The fluency and disfluency perspectives are examined to investigate the online conforming behavior.•The positive impact of fluency is demonstrated on online group-buying conforming behavior.•The positive impact of disfluency is demonstrated on return tendency.•Mixed information processing is applied to benefit online group-buying providers and customers.

论文关键词：Conforming behavior,Fluency,Disfluency,Hedonic purchase,Return tendency

论文评审过程：Received 30 July 2017, Revised 3 March 2018, Accepted 18 March 2018, Available online 20 March 2018, Version of Record 24 March 2018.

论文官网地址：https://doi.org/10.1016/j.chb.2018.03.028