The Influence of Herd Mentality on the Online Purchasing Behavior of Consumers

Abstract

This study was conducted to determine the impact level of factors influencing online purchasing behaviour (OPB) of consumers, including attitude (ATT) and herd mentality (HM), along with the moderating role of other customers' reviews (OCR) on the relationship between attitude and herd mentality. The study, based on 248 valid responses, employed PLS-SEM analysis to reveal that herd mentality strongly influences the online purchasing behaviour of consumers. The study also found that other customers' reviews play a significant role in either amplifying or mitigating the influence of attitude on herd mentality. The findings provide practical suggestions for businesses and administrators to apply herd mentality, attitude, and other customers' reviews to enhance the online purchasing behavior of consumers in Ho Chi Minh city.