Abstract: 【Purpose/significance】Information cascades emerge one after another under the condition of uncertain information. The ex?
isting information cascades research is mainly focused on the group consistent behavior. Based on information cascade theory, indi?
vidual decision-making theory and regulatory focus theory, this paper focuses on the influence of environmental information with dif?
ferent accuracy on individual decision-making behavior, in information cascade. It provides the theoretical thinking for the manage?
ment and control of the information cascade.【Method/process】Based on relevant theories, this paper constructs a model of the influ? ence of environmental information on individual decision-making in an information cascade, the proposed hypothesis is verified by correlation analysis, regression analysis and variance analysis.【Result/conclusion】The results showed that the accuracy of environ? mental information positively affected individual decision-making behavior in information cascade, while the credibility of private in? formation negatively affected individual decision-making behavior. Private information has a mediating effect between environmental information and decision-making behavior. Compared with prevention orientation, promotion orientation has a more significant moder? ating effect on environmental information and decision-making behavior.【Innovation/limitation】The research based on the individual level enriches the related theory of information cascade and regulatory focus, but it has not considered the influence of other character? istic factors of individual.