| dc.description.abstract | Herd behavior refers to the phenomenon that everyone does what everyone else is doing. From Amazon’s Kindle, to Apple’s iPod, iPhone, and iPad, to various types of Web 2.0 technologies―appears to have technology adoption patterns similar to those of new fashion trends. However, herd behavior seems to bring advantages and disadvantages. Consumers follow the others’ decisions can reduce the decision-making costs, but many cases show consumers will feel dissatisfied after imitating others to purchase goods or services. The development of collaborative consumption is mainly owing to technological progress, which can be regarded as a technology-based economy. Uber is a well-known car-sharing. It′s closely related to people′s daily life and a simple design. Therefore, it is easier to observe others in daily life, and people are likely to imitate each other. This study develops an explanatory model to explain how the herd behavior affects consumer continuance intention through negative disconfirmation and perceived value.This study collected 421 effective samples through internet questionnaires. Structural Equation Modeling (SEM) is applied to test the hypotheses of this study. The empirical results indicate the following points. First, in the herd behavior theory, imitating others has significant influence. Second, imitating others has significant effect on economic benefit, enjoyment and negative disconfirmation, but economic benefit has significant negative effect on continuance intention. Third, negative disconfirmation has significant negative effect on satisfaction, which has significant negative effect on continuance intention. Finally, this study proposes future research recommendations based on the analysis results. | en_US |