ISSN 1671-3710
CN 11-4766/R
主办：中国科学院心理研究所
出版：科学出版社

心理科学进展 ›› 2017, Vol. 25 ›› Issue (2): 298-311.doi: 10.3724/SP.J.1042.2017.00298

• 研究前沿 • 上一篇    下一篇

网络购物情境下的羊群效应：内涵、影响因素与机制

王财玉1; 雷 雳2   

  1. (1信阳师范学院心理学系, 河南信阳 464000) (2中国人民大学心理学系, 北京 100872)
  • 收稿日期:2015-06-30 出版日期:2017-02-15 发布日期:2017-02-15
  • 通讯作者: 雷 雳, E-mail: dr.leili@qq.com 王财玉, E-mail: wangcaiyu164@163.com
  • 基金资助:

    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(Nanhu Scholars Program for Young Scholars of XYNU)的资助。

The connotation, influence factors and mechanism of herding effect in online shopping context

WANG Caiyu1; LEI Li2   

  1. (1 Department of Psychology, Xinyang Normal University, Xinyang 464000, China) (2 Department of Psychology, Renmin University of China, Beijing 100872, China)
  • Received:2015-06-30 Online:2017-02-15 Published:2017-02-15
  • Contact: LEI Li, E-mail: dr.leili@qq.com WANG Caiyu, E-mail: wangcaiyu164@163.com

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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。

关键词: 羊群效应, 口碑效应, 跟随效应, 心理机制, 神经机制

Abstract:

Herding effect can be broadly defined as the alignment of thoughts or behaviours of individuals in a group (herd) through local interactions rather than centralized coordination. Herding effect in online shopping context can be divided into eight patterns, and it can also take two forms: from word of mouth effect to the following effect. The herding effect could be influenced by the electricity suppliers’ factors, consumer factors, product factors and marketing factors. Its mechanism includes psychological mechanism and neural mechanism. Finally, the paper pointed out the future research direction.

Key words: herding effect, word of mouth effect, following effect, psychological mechanism, neural mechanism