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Powerful Little Numbers-How Bandwagon Cues Influence Consumer Purchase Intention for Online Content.pdf (299.07 kB)

Powerful Little Numbers: How Bandwagon Cues Influence Consumer Purchase Intention for Online Content

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posted on 2020-03-03, 22:24 authored by Pengya AiPengya Ai, Wu Li, Annette Ding
In the last few years more and more Chinese Internet users are turning to paid digital content for educational and professional guidance. Drawing on the MAIN model and the social impact theory, this study examines how bandwagon cues of the content product and professional backgrounds of the content provider impact consumer trust and purchase intention. In a 2 ´ 2 between-subject factorial design, participants viewed a introduction interface of a online content product depicting high and low levels of bandwagon cue and source expertise. Our study suggests that bandwagon cues indirectly affect consumer purchase intention, mediated by consumer trust, and that the effect is contingent upon the content provider having a high level of expertise. Managerial implications are also provided based on the empirical results.


Chinese Institute for Quality Research, SJTU (2018CIQ001)


Declaration of conflicts of interest


Corresponding author email

Lead author country

  • China

Lead author job role

  • Postgraduate Student

Lead author institution

School of Media & Communication, Shanghai Jiao Tong University

Human Participants

  • Yes


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