The impact of imitation on Chinese social commerce buyers’ purchase behavior: The moderating role of uncertainty
作者：
Highlights：
• Results confirm that uncertainty is the boundary mechanism triggering herd effects.
• Imitation has a positive impact on buyers’ purchase intention and behavior in the context of social commerce.
• Product-related uncertainties positively moderate the relationship between imitation and purchase intention.
• Seller uncertainty doesn’t moderate the relationship between imitation and purchase intention.”
摘要
•Results confirm that uncertainty is the boundary mechanism triggering herd effects.•Imitation has a positive impact on buyers’ purchase intention and behavior in the context of social commerce.•Product-related uncertainties positively moderate the relationship between imitation and purchase intention.•Seller uncertainty doesn’t moderate the relationship between imitation and purchase intention.”
论文关键词：Social commerce,Imitation,Uncertainty,Purchase intention,Purchase behavior
论文评审过程：Received 24 March 2020, Revised 18 October 2020, Accepted 20 October 2020, Available online 9 November 2020, Version of Record 10 December 2020.
论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102262
