Herding Behavior and Cooperation Willingness

How can we turn herding behaviors into measurable human actions? How does cooperation willingness influence herding behavior? Is age an influencing factor to cooperation willingness and herding behavior? This paper answers these questions and proposes a new method to measure herding behavior in a non-financial environment without using empirical data. A single-treatment online survey was used in this study; in the end, 130 participants’ answers were taken into account. The findings of this research indicate that cooperation willingness has a significant and positive influence on herding behavior, regardless of age. Also, people aged between 24 and 33 are the most willing to cooperate, and people aged between 44 and 53 are affected by the herding effect the strongest. In further studies, this method of herding measurement could be diversified and improved.