Thus, people need extra knowledge,experience, effort and even money to accurately predict the value and quality of a product to purchase (Sun, 2013). Not surprisingly, individuals would like to imitate others' behavior and incorporate the information derived from others into their-own decision making process to minimize risks, maximize the value, and comply with others’ expectations (Bonabeau, 2004; Lee, Shi, Cheung, Lim, & Sia,2011).