羊群效应是一种广泛出现的社会现象,在日常决策、金融、商贸领域都广泛存在.发生羊群效应时,人们往往会追随他人的选择而忽略自有的信息.信息瀑布理论解释了羊群效应产生的机制,根据该理论,电子商务具备产生羊群效应的条件.为了验证电子商务中羊群效应是否发生,文章对淘宝网一商品市场的全部39个商品的销售情况进行了实证研究,通过多元回归分析,证明了历史销量排名对今日市场份额有正作用,从而证实了羊群效应的存在.%Herd behavior is a common social phenomenon, especially prominent in everyday decision, finance, and trading. When herding happens, people follow the choice of others and ignore their own information. Informational cascade theory explains the force behind herd behavior. According to this theory, e-commerce is a perfect place for herd behavior. To explore herd behavior in e-commerce, an empirical study was done to analyze the sales of 39 products in the same market at Taobao. Multifactor regression shows significant positive impact of sales ranking on market share, thus verifying that herd behavior happens in C2C e-commerce.
展开▼
