Social Influence of Online Observational Learning: Evidence from Self-reported and EEG Data

Abstract

Abstract: In the process of online shopping, the observational learning information presented on the product page is an important source of information for consumers to make purchase decisions. Based on the social influence theory, this paper constructs two theoretical models of online observational learning information, historical sales and time saving which influence consumers' purchase decisions, and discusses in depth the influence of the two types of information on consumers' purchase attitudes and emotions. Through the combination of self-report and EEG experiments, it is found that the influence of historical sales belongs to the informational social influence, the influence of positive and negative historical sales information on purchase attitude is asymmetric, and EEG data show that the informational social influence is related to negative emotion; the influence of time saving belongs to normative social influence, which has a significant positive influence on purchase intention. EEG data show that normative social influence is related to positive emotion induction. The results reveal the differences in social influence between the two types of observational learning information, which has practical implications for businesses and e-commerce platforms to implement targeted promotional strategies. At the same time, the application of the EEG experimental method provides a new perspective for consumer behavior research.

Key words: online observational learning, social influence, EEG

Diao Yajing, Lu Jian, Yang Qian, Wang Zhiying, Wang Nianxin. Social Influence of Online Observational Learning: Evidence from Self-reported and EEG Data[J]. Management Review, 2023, 35(12): 137-147.

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