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Online Consumer Misbehavior: The Effects of WOM versus Observational Learning

机译：在线消费者不当行为：WOM与观察学习的影响

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Word of mouth (WOM) and observational learning (OL), as two types of social interaction, have been generally studied by researchers.And they have significant impacts on consumers' purchase decision.However, few researches pay attention to their influences on online misbehavior.In this paper, we respectively examined the effect of these variables on consumers' misbehavior.Moreover, Machiavellianism (Mach) as a kind of intrinsic quality may have an impact on consumers' choice making, thus it was introduced in this study.Using experimental methods and analysis data from 124 respondents, the results show that (1) the likelihood of consumer misbehavior is lower when the WOM is positive and (2) negative OL could induce observers to learn the misbehavior;(3) Mach has no significant effect on misbehavior, while it acts as a mediating variable: consumers with low Mach are more likely to be influenced by misbehaviors.
机译：嘴巴（wom）和观察学习（ol），作为两种类型的社会互动，已经被研究人员研究。他们对消费者的购买决定产生了重大影响。但是，只有很少的研究会注意他们对在线不当行为的影响在本文中，我们分别检查了这些变量对消费者误导的影响。原理，机械秀丽（Mach）作为一种内在质量可能对消费者的选择制作产生影响，因此在本研究中介绍。实验方法和分析数据来自124名受访者，结果表明，（1）当WOM为正面时，消费者不端的可能性较低，（2）负面OL可能会诱导观察者学习不当行为;（3）马赫对MACH没有显着影响不当行为，而它充当调解变量：低马赫的消费者更有可能受到不端行为者的影响。

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