Abstract This paper applies the theory of rational behavior to the research of internet mass incidents and uses empirical methods to explore influencing factors of herd behavior intention under network environment. This research extends Fishbein model by adding the network environment variables, and compares the difference between positive and negative contexts. The credibility of virtual communities affects herd behavior intention in both contexts via three intermediary variables, i.e., individual attitude, normative and information social influence. However, opinion leaders have positive effects on these intermediary variables in the positive context, and only affect the information social influence in the negative context.
