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Based on uncertainty reduction theory, this study explores how perceived information transparency mitigates users' perceived uncertainty, which in turn influences their actual purchase behavior. In addition, the moderating effects of cultural tightness on the relationship between perceived information transparency and perceived uncertainty are also considered.

Users with the shopping experience on Xiaohongshu are invited to participate in the survey. Finally, 355 valid longitudinal data are collected.

The results indicate that the three dimensions of perceived information transparency (i.e. perceived product transparency, perceived seller transparency and perceived transaction transparency) can reduce users' perceived uncertainty significantly. Besides, the negative impacts of perceived product and seller transparency on users' perceived uncertainty are stronger when cultural tightness is higher. However, cultural tightness does not moderate the relationship between perceived transaction transparency and users' perceived uncertainty.

First, the authors' research extends the uncertainty reduction theory to the context of social commerce. Second, the authors' research explores the boundary condition under which perceived information transparency varies by identifying cultural tightness as the moderator of the relationship between perceived information transparency and uncertainty. Third, the authors' research enriches the understanding of the cultural tightness of China.

This study investigates how individuals' self-awareness (specifically, private and public self-awareness) and environment-awareness (perceived expertise, similarity and familiarity) shape herd behavior, encompassing discounting one’s information and imitating others. Drawing from latent state-trait theory, this research aims to discern the impact of these factors on purchase intention and behavior.

Longitudinal data from 231 users in Xiaohongshu, China’s leading social commerce platform, were collected to test the proposed model and hypotheses.

The findings from this study show that private self-awareness negatively influences discounting one’s own information and imitating others. Public self-awareness positively affects imitating others, while it does not affect discounting one’s own information. Perceived expertise diminishes discounting one’s own information but does not significantly affect imitating others. Perceived similarity and perceived familiarity are positively related to discounting one’s own information and imitating others. The results confirm different interaction effects between self-awareness and environment-awareness on herd behavior.

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.