ECL  >> Vol. 4 No. 3 (August 2015)

    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

  • 全文下载: PDF(433KB) HTML   XML   PP.51-59   DOI: 10.12677/ECL.2015.43008  
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作者:  

尹潇潇:云南财经大学统计与数学学院,云南 昆明

关键词:
个体因素O2O从众行为Personal Factors Online to Offline Herd Behavior

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。

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.

文章引用:
尹潇潇. 个体因素对“O2O”模式中消费者从众行为的影响分析[J]. 电子商务评论, 2015, 4(3): 51-59. http://dx.doi.org/10.12677/ECL.2015.43008

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