个体因素对“O2O”模式中消费者从众行为的影响分析

Analysis on Personal Factors’ Effects on Head 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”模式中从众行为的个体因素。研究结果表明，个体因素中公众自我意识和高度自我监控对“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，不仅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，也有利于消费者客观、理性的消费，这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 website group-buying, online to offline as a new e-commerce mode quickly penetrates into the traditional economic activities. The paper collects data by the survey, builds a model and gets personal impact factors of herd behavior in online to offline mode. The results show that public’s self-consciousness and highly self-monitoring in personal 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 not only help group-buying website and businesses understand consumers’ needs roundly and deeply, look for more business opportunities, and promote the long-term development of the website to group-buying and related industries, but also help consumers consume objectively and rationally. There are certain reference value and significance.