摘 要
互联网的出现与发展对个人的生活习惯与消费形态产生了巨大的影响，同时对社会经济的发展也产生了重要影响。基于互联网的发展，O2O商业模式作为一种新兴的商业模式在我国发展迅速。这种利用互联网平台，将线上受众带至线下消费的模式，近年来十分受消费者的喜爱。目前国内各领域学者对O2O模式的研究主要从O2O模式的现状、运营方式、发展中存在的问题及发展趋势等方面进行，较少对该模式中受众的从众行为进行实证研究。
本文以我国O2O模式中的受众作为研究对象，以问卷的形式进行数据收集，将收集到的217名受众的信息作为实证研究的研究数据，通过SPSS软件对数据进行统计学分析，对O2O模式中受众的从众行为进行了多因素分析。
实证研究结果发现：
1．影响从众行为的个人特性主要有四个因子，分别是“高度自我监控”、“自信”、“公众自我意识”和“顺从性”。经单因素分析结果显示，受测人群中男性比女性从众行为程度更明显；各年龄段人群从众行为没有显著性差异；自信程度越高、越懂得自我反省的受测者从众程度越高。
2．受众的群体性特性对从众行为的影响主要受“群体综合特性”这一个因子影响。经过LSD事后检定，说明从众行为程度在群体综合特性的因子上都存在差异，且从众行为程度越高的，在群体综合特性因子上的得分越高，说明群体综合特性越强，从众行为程度越高，所以群体特性对从众行为程度有显著影响。
3．通过回归方程证实，从众行为程度中的指标“我曾听从别人意见购买某样‘O2O’产品，并感到满意”对受众的购买行为发生频率会产生影响。
针对研究结论，笔者提出了相应的研究建议，这其中包括引导受众根据自身实际需求进行O2O消费；增强受众在参与O2O活动时的自信；降低吸引性对受众的影响。
关键词：O2O商业模式；个体特性；群体特性；从众行为
Abstract
The emergence and development of the Internet has huge impact on personal habits and consumption patterns, as well as social and economic development. As a new business model, O2O business model has developed rapidly in our country based on the development of the Internet. This kind of Internet platform has been very popular among consumers in recent years, which brings the online audience to offline consumption. Domestic research scholars study O2O model mainly from aspects of the status quo O2O mode, operating mode, the development problems and trends, however few empirical studies are carried out about herd behavior of this model.
This paper uses the audience in O2O model as the research object, carries out data collection in the form of questionnaire, uses the collected information of 217 audiences as research data of empirical study, and conducts statistical analysis by SPSS software and multivariate analysis of herd behavior of the audience in O2O model.
Empirical study results show that:
1.There are four main factors that affect personal characteristics of herd behavior, including “high self-monitoring,” “confidence,” “public self-consciousness” and “compliance”. Then, the single factor analysis shows than among all the audiences, herd behavior of male is more obvious that of female; there are no significant differences in herd behavior between different age groups; there is higher extent of herd behavior among people who are more confi dent and self-refl ective.
2.Audience herd behavior affected by the population characteristics is mainly caused by one factor of “group integrated nature”. LSD test afterwards indicates that there are differences between the degrees of herd behavior because of factors of integrated group natures: the higher degree of herd behavior, the higher scores of factors of integrated group and the stronger comprehensive group characteristics which leads to the higher degree of herd behavior. So the population characteristics have a signifi cant infl uence on the degree of herd behavior.
3.The regression equation confi rms that, the index of the degree of herd behavior, “I once bought O2O product according to other’s opinion and I felt satisfi ed”, will affectfrequency of buying behavior of the audience. The proposed research conclusions are: guiding audiences in O2O consumption according to their actual needs; enhancing audiences’ confidence in participation of O2O activities; reducing the impact of attraction on audiences.
Key words: O2O business model; Individual characteristics; Population characteristics; Herd behavior
目 录
CONTENTS
第一章 绪论 ..............................................................................................577
1.1 研究背景 ....................................................................................................................577
1.2 研究意义 ....................................................................................................................578
1.3 研究对象 ....................................................................................................................579
1.4 研究方法 ....................................................................................................................579(www.xing528.com)
1.5 研究内容 ....................................................................................................................580
第二章 文献综述 ........................................................................................582
2.1 O2O模式 ..................................................................................................................582
2.2 从众行为 ....................................................................................................................584
第三章 研究架构与假设 ..............................................................................589
3.1 研究架构 ....................................................................................................................589
3.2 研究假设 ....................................................................................................................589
3.3 问卷设计 ....................................................................................................................589
3.4 研究样本 ....................................................................................................................590
第四章 实证分析 ........................................................................................591
4.1 信度分析 ....................................................................................................................591
4.2 描述性统计 ...............................................................................................................592
4.3 个人特性与从众行为程度分析 .......................................................................595
4.4 群体特性与从众行为程度分析 .......................................................................601
4.5 个人特性和群体特性对受众从众行为单因素分析 ...............................604
4.6 从众行为程度对受众O2O网络购买行为的影响分析 .......................609
第五章 研究结论与建议 .............................................................................611
5.1 研究结论 ....................................................................................................................611
5.2 研究建议 ....................................................................................................................612
5.3 研究创新点 ...............................................................................................................613
5.4 研究局限与未来展望 ...........................................................................................613
参考文献 .....................................................................................................614
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