Revisiting How Perceived Uncertainty and Herd Behavior Influence Technology Choice

Ali Vedadi, Timothy Greer

OAI: oai:igi-global.com:276513 • DOI: 10.4018/JOEUC.20211101.oa1

Understanding how herd behavior occurs in the information systems context is important because such behavior influences many choice decisions, is the reason for some decision anomalies, and explains the reasons behind the rise or collapse of technology trends. Perceived uncertainty is a critical factor that triggers herding, but despite its influential role, prior research has not adequately investigated this broad concept. This research contributes to the literature by decomposing perceived uncertainty to its dimensions and analyzing the influence of each one on triggering individuals’ herd behavior. Our findings show that unlike state uncertainty, only effect and response uncertainty are the triggers herd behavior.

End-User Computing Social Sciences and Humanities Human Aspects of Technology