网络购物情境下的羊群效应:内涵、影响因素与机制

发布时间：2018-04-09 16:46

本文选题：羊群效应　切入点：口碑效应　出处：《心理科学进展》2017年02期

【摘要】：羊群效应是指在一个群体(羊群)内不需要中心化协调仅仅通过学习和模仿,个体之间观念或行为表现出的一致性程度。互联网环境下人际网络更广、信息传播力更强,也更容易促发消费者羊群效应。网络购物情境下的羊群效应从整体水平上可以分作8种羊群模式,而在个体水平上则表现为口碑效应和跟随效应两种形式。网络购物羊群效应的形成受到诸如电商因素、消费者因素、产品因素以及营销因素等方面的影响。而网络购物羊群效应的发生机制则包括了心理机制和神经机制两个层面。未来研究需要关注该效应的抑制因素、丰富该效应的发生机制及其跨文化的差异等。
[Abstract]:Herding effect refers to the degree of consistency between individuals through learning and imitation without centralization and coordination within a population (herd).Under the environment of Internet, the interpersonal network is wider, the information dissemination power is stronger, and it is easier to stimulate the herd effect of consumers.The herding effect in the online shopping situation can be divided into 8 kinds of herding patterns on the whole level, while on the individual level, the herding effect can be divided into two forms: the word-of-mouth effect and the following effect.The formation of herd effect in online shopping is influenced by factors such as e-commerce, consumer, product and marketing.The mechanism of herd effect includes two levels: psychological mechanism and neural mechanism.Future studies need to focus on the inhibitory factors of the effect, enrich the mechanism of the effect and its cross-cultural differences.
【作者单位】：信阳师范学院心理学系;中国人民大学心理学系;
【基金】：国家自然科学基金项目(71502157) 河南省哲学社会科学规划项目(2015BSH005) 教育部人文社会科学研究青年基金项目(13YJCZH164) 北京市社会科学基金重点项目(15SHA005) 信阳师范学院‘南湖学者奖励计划’青年项目的资助~~
【分类号】：B84-05;C913.3

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