Herding Behavior in Sri Lanka E-commerce: Understanding the Interplay between Herding Cues and Online Purchase Decision on High Involvement and Low Involvement Product
Chamika Dilshan & Vilani Sachitra · South Asian Journal of Social Studies and Economics · 2026
Background: Consumers follow others and rely on "herding behaviour" when they have limited product knowledge and face risks while using online platforms. Aim: This study aims to investigate the effects of herding cues and consumer herding behaviour on online purchasing decisions...
Open access
Research Article
10.9734/sajsse/2026/v23i81371