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

DOI: 10.12677/BGlo.2015.33005, PP. 32-40

Keywords: 群体因素,o2o,从众行为
Group Factors
, Online to Offline, Herd Behavior

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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.


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