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