本文選題：羊群效應(yīng)　切入點(diǎn)：口碑效應(yīng)　出處：《心理科學(xué)進(jìn)展》2017年02期

【摘要】：羊群效應(yīng)是指在一個(gè)群體(羊群)內(nèi)不需要中心化協(xié)調(diào)僅僅通過(guò)學(xué)習(xí)和模仿,個(gè)體之間觀念或行為表現(xiàn)出的一致性程度�；ヂ�(lián)網(wǎng)環(huán)境下人際網(wǎng)絡(luò)更廣、信息傳播力更強(qiáng),也更容易促發(fā)消費(fèi)者羊群效應(yīng)。網(wǎng)絡(luò)購(gòu)物情境下的羊群效應(yīng)從整體水平上可以分作8種羊群模式,而在個(gè)體水平上則表現(xiàn)為口碑效應(yīng)和跟隨效應(yīng)兩種形式。網(wǎng)絡(luò)購(gòu)物羊群效應(yīng)的形成受到諸如電商因素、消費(fèi)者因素、產(chǎn)品因素以及營(yíng)銷(xiāo)因素等方面的影響。而網(wǎng)絡(luò)購(gòu)物羊群效應(yīng)的發(fā)生機(jī)制則包括了心理機(jī)制和神經(jīng)機(jī)制兩個(gè)層面。未來(lái)研究需要關(guān)注該效應(yīng)的抑制因素、豐富該效應(yīng)的發(fā)生機(jī)制及其跨文化的差異等。
[Abstract]:Herding effect refers to the degree of consistency between individuals through learning and imitation without centralization and coordination within a population (herd).Under the environment of Internet, the interpersonal network is wider, the information dissemination power is stronger, and it is easier to stimulate the herd effect of consumers.The herding effect in the online shopping situation can be divided into 8 kinds of herding patterns on the whole level, while on the individual level, the herding effect can be divided into two forms: the word-of-mouth effect and the following effect.The formation of herd effect in online shopping is influenced by factors such as e-commerce, consumer, product and marketing.The mechanism of herd effect includes two levels: psychological mechanism and neural mechanism.Future studies need to focus on the inhibitory factors of the effect, enrich the mechanism of the effect and its cross-cultural differences.
【作者單位】： 信陽(yáng)師范學(xué)院心理學(xué)系;中國(guó)人民大學(xué)心理學(xué)系;
【基金】：國(guó)家自然科學(xué)基金項(xiàng)目(71502157) 河南省哲學(xué)社會(huì)科學(xué)規(guī)劃項(xiàng)目(2015BSH005) 教育部人文社會(huì)科學(xué)研究青年基金項(xiàng)目(13YJCZH164) 北京市社會(huì)科學(xué)基金重點(diǎn)項(xiàng)目(15SHA005) 信陽(yáng)師范學(xué)院‘南湖學(xué)者獎(jiǎng)勵(lì)計(jì)劃’青年項(xiàng)目的資助~~
【分類(lèi)號(hào)】：B84-05;C913.3

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