| With the development of the Internet, Buying Online has become a new consumption patterns in recent years. While at the same time, the social networking sites which people participate in to some extent affect the herd Buying Online consumer behavior. For this problem, this paper analysis the current research of the online shopping at home and abroad, then take Buying Online and the social networking site into the unified framework study together. Considering the situation of domestic market, we chose the students in vocational colleges as a study object. The investigation has been taken among the students to know the effect of social networking site (take "RenRen Site" for example) to Buying Online behaviors. This paper explains the consumers’Buying Online behaviors of herd, not-herd and anti-herd in the face of group pressure, through investigating the interference effect of the strength of Buying Online behaviors and the group factor in social networking sites. While after determining the group factors in social networking sites which will cause the herd behavior, the variables related theoretical hypotheses have been proposed, and the theory model of the group factors in the social networking sites how to affect the students" consumer behavior in the vocational colleges.While, the thesis study finds that students in vocational colleges for the service network buy goods more likely to exhibit herding behavior, while for the physical network buy goods more likely to show not herd or anti-herd behavior. Buy goods for services like network, the attitude of the students in vocational colleges is clearly more vulnerable students in vocational colleges in all network social networking sites. Especially when the self-consistency, but their group pressure groups is weak, although the heart of its students in vocational colleges where pressure groups do not care, but in the public that they seem indecisive own attitude, hesitates students in vocational colleges, the reaction appeared in order to obtain the recognition of certain groups, not hesitate to follow the crowd and even compromises. The papers included in the type-kind of buy goods and services class research to consumers whether the herd through theoretical deduction and empirical research found students in vocational colleges consumers select service network buy goods more vulnerable to the impact of their groups, and therefore exhibit herding behavior; while in the choice of the physical network buy goods, are more inclined to follow their own inner feelings and past experience, it is easier showing not herding or anti-herding.This paper tries to introduce classic theories of social psychology into the study of interaction and relationship between vocational college students and modern social networking services (SNS). specifically focusing on discovering the group factors that have profound impacts on students’ conformity behavior. The outcome of this research is instructional for group buying enterprises exploring innovative business model, and for SNS providers embedding group buying modules for profit by utilizing the interacting activities among vocational college students. The study also provides theoretical basis for Mass Communication studies. |
