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Following the herd: The influence of the bandwagon heuristic on e-commerce shoppers

Author

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  • Min Xiao

    (Wichita State University)

  • Paul Myers

    (University of Missouri)

Abstract

This research study examined how the number of reviews, review scores product involvement, and product review valence affect consumers' shopping decisions. Specifically, two online experiments were conducted to examine how product review scores interact with the number of reviews, product involvement, and review valence in affecting bandwagon perceptions and purchase intention. A mock website that displays products and product review metrics was constructed for the purpose of the research. The findings suggest that product review scores, and their interaction with product involvement and review valence, influenced consumers' shopping decisions.

Suggested Citation

  • Min Xiao & Paul Myers, 2025. "Following the herd: The influence of the bandwagon heuristic on e-commerce shoppers," Papers 2505.14861, arXiv.org.
    • Handle: RePEc:arx:papers:2505.14861
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    File URL: http://arxiv.org/pdf/2505.14861
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    References listed on IDEAS

    as
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    6. Zhao, Haichuan & Jiang, Lan & Su, Chenting, 2020. "To Defend or Not to Defend? How Responses to Negative Customer Review Affect Prospective customers' Distrust and Purchase Intention," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 45-64.
    7. W. Wayne Fu & Clarice C. Sim, 2011. "Aggregate bandwagon effect on online videos' viewership: Value uncertainty, popularity cues, and heuristics," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 62(12), pages 2382-2395, December.
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