个体因素对“O2O”模式中消费者从众行为 的影响分析.pdfVIP

E-Commerce Letters 电子商务评论, 2015, 4(3), 51-59 Published Online August 2015 in Hans. /journal/ecl /10.12677/ecl.2015.43008 Analysis on Personal Factors’ Effects on Head Behavior of Online to Offline Group Buying’s Consumers Xiaoxiao Yin School of Statistics and Mathematics, Yunnan University of Finance and Economics, Kunming Yunnan Email: yinxiaoxiao2011@163.com th th th Received: Jul. 16 , 2015; accepted: Aug. 7 , 2015; published: Aug. 10 , 2015 Copyright © 2015 by author and Hans Publishers Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). /licenses/by/4.0/ 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. Keywords Personal Factors, Online to Offline, Herd Behavior 个体因素对 “O2O”模式中消费者从众行为 的影响分析 尹潇潇 云南财经大学统计与数学学院，云南 昆明