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TopIntroduction
Social psychologists first studied conformity using mostly experiments and generated many impressive results. An individual is more likely to conform to referent groups or significant others in order to gain group acceptance and rewards, or to avoid punishment. Conformity behavior can be interpreted as the behavior that people make consistent with the group because of the satisfaction of their own needs and want to be recognized by the group. The increasing usage of technologies in purchasing has significantly changed people’s behavior (Wang et al., 2022). In the virtual community, people also project their personal psychological needs and appear conformity behavior (Zhan et al., 2012). Fu et al., (2017) pointed out that when consumers have uncertainty in online shopping, they are unable to confirm whether the purchase decision is correct. They tend to follow the opinions of others to avoid the uncertainty of purchase, and then generate conformity behavior. Conformity for face-to-face groups has been extensively studied in past research. However, it is unclear whether the observations from these studies can be applied to the online environment (Wijenayake et al., 2020). Previous research has shown that people are influenced by others’ when making decisions. While people use others’ product or service evaluations as an indicator of product or service quality on the Internet, on-line conformity occurs. But little research had shown that personality may influence motivation of conformity.
This research helps to discover the understanding of different personal traits on the conformity result through online auctions. Such a study might able to analogize and gather data from online conformity and social conformity. In this way knowing the behavior of online consumer will be less difficult. It can discover the principal factors personalities influence consumers’ purchase decision and enterprises can operate the relation between moderate factors and he factors of the consumers’ purchase decision.
There is some verification of factors shows the affection of NEO five factor inventory (NEO-FFI):
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The influential factors of NEO-FFI on conformity of motivation.
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The influential factors of conformity of motivation on consumer purchase decision.
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The influential factors of NEO-FFI on consumer purchase decision.
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The moderate effect of the NEO-FFI between the motivation of conformity and Influence on consumers’ purchase decision.
TopLiteratures Review
The earliest research of herd behavior is in the filed of psychology, and called it conformity. It is that people are influenced by others in decision making (Asch, 1956; Lascu & Zinkhan, 1999). The present research seeks to investigate a potentially important instigator of this type of “mindless” or “automatic” conformity. Specifically, we investigate whether priming the construct of conformity on line can lead people to be more inclined to follow. Psychologists have known for some time that many cognitive processes are beyond conscious awareness or voluntary control (Greenwald & Banaji, 1995). Attitudes, for example, may be activated by the mere presence of an attitude object (Bargh et al., 1992; Fazio et al., 1986), and comparisons arise automatically when one is in the presence of another person (Gilbert, Giesler, & Morris, 1995). Finally, in the psychology literature, agents are assumed to have a preference for conformity. Personal trait attributes have an impact on conformity behavior (Chen & Wang, 2018). Wijenayake et al., (2020) pointed out that online social conformity is influenced by majority size, nature of the task, self-confidence and certain personality traits.