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Online Consumer Misbehavior: The Effects of WOM versus Observational Learning

机译：在线消费者行为不端：WOM与观察式学习的关系

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摘要

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：研究人员普遍研究了口碑（WOM）和观察性学习（OL）作为两种社交互动类型，它们对消费者的购买决策产生了重大影响，但是很少有研究关注它们对在线不良行为的影响。本文分别考察了这些变量对消费者行为不当的影响，此外，马赫雅维利主义（Machavellianism，Mach）作为一种内在素质可能会影响消费者的选择决策，因此在本文中进行了介绍。方法和来自124位受访者的分析数据，结果表明（1）当WOM为正值时，消费者不当行为的可能性较低;（2）负数OL可以引起观察者学习不当行为;（3）马赫数对观察者无明显影响行为不当，但它是一个中介变量：马赫较低的消费者更容易受到行为不当的影响。

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