A Randomized Field Experiment to Explore the Impact of Herding Cues as Catalysts for Adoption
Authors: Feng, Yue (Katherine); Claggett, Jennifer L.; Karahanna, Elena; Tam, Kar Yan
Journal: MIS Quarterly (2022)
<jats:p>A herding cue is a lean information signal that an individual receives about the aggregate number of others who have engaged in a behavior that may result in herd behavior. Given the ease with which they can be leveraged as implementation interventions or design features on online sites, herding cues hold the promise to provide a means to influence adoption behaviors. Yet, little attention has been devoted in the IS adoption literature to understanding the effects of herding cues. Given that herding cues are just one of several forms of social influence on adoption behaviors and are relatively lean in nature, understanding their viability as an implementation intervention necessitates understanding their effects in the presence of (1) other forms of social influence, which also serve to reduce uncertainty and signal the appropriateness of technology adoption, and (2) an individual’s own beliefs about adopting. In this vein, we conducted a randomized field experiment to examine the use of a herding cue as an implementation intervention to hasten adoption behaviors. The research model was evaluated using survival analysis by combining the data from the field experiment with…