Can Herd Mentality be Negative? The Data Analysis

There are consumers who purchase goods or services not out of necessity, but rather to conform with the majority. This behavior is known as herd mentality, where people blindly follow trends. The study conducted structural equation modeling (SEM) to analyze the data and to test the model. The study reveals that imitation is crucial for herd behavior and significantly affects economic reward, perceived enjoyment, and negative expectation disconfirmation. Enjoyment has a positive impact on one's intention to continue using uber, while economic reward has a negative effect. Negative expectation disconfirmation negatively impacts satisfaction, which, in turn, positively influences the consumer's intention to continue using uber. By providing detailed explanations of the enabler and expectation disconfirmation dimensions, this study contributes to the literature on technology acceptance research.