O2O商业模式下网络购买从众行为影响因素实证研究

The empirical study on the influencing factors of the online purchase conformity in the O2O business model

介绍了O2O商业模式的内涵、发展及其研究现状,结合国内外社会心理学理论中有关从众行为的文献资料,构建O2O商业模式下网络购买从众行为影响因素模型并提出假设。采用问卷调查的方式搜集资料,根据取得的数据检验模型假设,发现人们的自我意识与管控对O2O商业模式下购买活动的从众性存在显著影响,而群体认同感、O2O产品信息对称性对该模式下的购买活动从众性不构成显著影响。最后,对验证结果进行讨论分析,并对O2O商业模式下消费者的购买行为和企业经营提出建议。

This paper introduces the connotation,development and current research status of020business model.Based on the literature about conformity behaviors in social psychology at home and abroad,a model of conformity behavior in online shopping is built and hypotheses are put forward.With questionnaires to collect data and testing the model hypothesis based on the data obtained,it is found that people9s self-awareness and control have a significant impact on the conformity of purchasing activities under the020business model.However,the group identity and020product information symmetry do not constitute a significant impact on the conformity of purchasing activities.Finally,the results are discussed and analyzed,and the suggestions of consumersJ purchase behavior and business operation in020business model are put forward.