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Drawing from latent state-trait theory, this research aims to discern the impact of these factors on purchase intention and behavior.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Longitudinal data from 231 users in Xiaohongshu, China\u2019s leading social commerce platform, were collected to test the proposed model and hypotheses.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The findings from this study show that private self-awareness negatively influences discounting one\u2019s own information and imitating others. Public self-awareness positively affects imitating others, while it does not affect discounting one\u2019s own information. Perceived expertise diminishes discounting one\u2019s own information but does not significantly affect imitating others. Perceived similarity and perceived familiarity are positively related to discounting one\u2019s own information and imitating others. The results confirm different interaction effects between self-awareness and environment-awareness on herd behavior.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>First, this contributes back to the latent state-trait theory by expanding the applicability of this theory to explain the phenomenon of herd behavior. Second, this study takes an important step toward theoretical advancement in the extant literature by qualifying that both self- and environment-awareness should be considered to trigger additional effects on herd behavior. Third, this study provides a more enlightened understanding of herd behavior by highlighting the significance of considering the interplay between self- and environment-awareness on herd behavior. Finally, this study also empirically confirms the validity of classifying self-awareness into private and public aspects.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-05-2022-0359","type":"journal-article","created":{"date-parts":[[2023,12,22]],"date-time":"2023-12-22T11:17:00Z","timestamp":1703243820000},"page":"947-980","source":"Crossref","is-referenced-by-count":15,"title":["Herd behavior in social commerce: understanding the interplay between self-awareness and environment-awareness"],"prefix":"10.1108","volume":"35","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2318-9921","authenticated-orcid":false,"given":"Xiayu","family":"Chen","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7022-7943","authenticated-orcid":false,"given":"Renee Rui","family":"Chen","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Shaobo","family":"Wei","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7243-3521","authenticated-orcid":false,"given":"Robert M.","family":"Davison","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2023,12,26]]},"reference":[{"issue":"3","key":"key2025052606245834300_ref001","doi-asserted-by":"publisher","first-page":"586","DOI":"10.5465\/amr.1991.4279484","article-title":"Managerial fads and fashions: the diffusion and rejection of innovations","volume":"16","year":"1991","journal-title":"Academy of Management Review"},{"key":"key2025052606245834300_ref002","volume-title":"Multiple Regression: Testing and Interpreting Interactions","year":"1991"},{"issue":"1","key":"key2025052606245834300_ref003","doi-asserted-by":"publisher","first-page":"66","DOI":"10.1080\/10864415.2018.1396119","article-title":"Online social stock picking: an empirical examination","volume":"22","year":"2018","journal-title":"International Journal of Electronic Commerce"},{"issue":"1","key":"key2025052606245834300_ref004","doi-asserted-by":"publisher","first-page":"53","DOI":"10.1108\/yc-02-2021-1284","article-title":"The impact of personality trait and social experience on youngsters' intention to purchase impulsively from social commerce platforms","volume":"23","year":"2022","journal-title":"Young Consumers"},{"issue":"3","key":"key2025052606245834300_ref005","doi-asserted-by":"publisher","first-page":"396","DOI":"10.2307\/3150783","article-title":"Estimating nonresponse bias in mail surveys","volume":"14","year":"1977","journal-title":"Journal of Marketing Research"},{"issue":"2","key":"key2025052606245834300_ref006","doi-asserted-by":"publisher","first-page":"49","DOI":"10.1080\/07421222.2003.11045764","article-title":"What do you know? 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