The different impact of fluency and disfluency on online group-buying conforming behavior

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This study conducted two experiments to examine the moderating impact of processing and retrieval fluency on online group-buying conforming behavior, return tendency and, in particular, conformity towards hedonic and utilitarian products. Experiments 1-1, 1–2, and 2 showed that consumers exhibited more online group-buying conforming behavior under processing or retrieval fluency conditions than under disfluency conditions. The results also revealed that the positive impact of disfluency might eliminate the return tendency towards online group-buying conforming behavior. Finally, fluency produced more online group-buying conforming behavior when consumers purchased hedonic products than when they purchased utilitarian goods.

Original languageEnglish
Pages (from-to)15-22
Number of pages8
JournalComputers in Human Behavior
Publication statusPublished - 2018 Aug 1



  • Conforming behavior
  • Disfluency
  • Fluency
  • Hedonic purchase
  • Return tendency

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

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