群体特征对“o2o”模式中消费者从众行为的影响分析

Analysis of Group Factors’ Effects on Herd Behavior of Online to Offline Group Buying’s Consumers

摘要: 团购是目前流行的一种消费方式，随着网络团购的兴起，“o2o”作为一种新兴的电子商务模式迅速渗透到传统的经济活动中。本文通过问卷调查收集数据，建立模型，得到影响“o2o”模式中从众行为的群体因素。研究结果表明，群体因素中吸引性和可信度对“o2o”模式的从众行为有显著的影响。因此，研究“o2o”模式中从众行为的影响因素，有利于团购网站和商家全面、深入的了解消费者的需求，帮助商家寻找更多的商机，推动网络团购和相关产业的长期发展，具有一定的参考价值和指导意义。

Abstract: Group-buying is now a popular way of consumption. With the rise of group-buying, online to offline as a new e-commerce mode quickly penetrates into the traditional economic activities. In this paper, data were collected by the survey, and a model was built to get group impact factors of herd behavior in online to offline mode. The results show that credibility and attractiveness in group factors have a significant impact on herd behavior in online to offline mode. Therefore, the study about factors of herd behavior in online to offline mode can help group-buying websites and mer-chants understand consumers’ needs roundly and deeply and seek more business opportunities, and can promote the long-term development of group-buying online and other related industries. There is certain reference value and significance.