Herd Behavior In Social Networking Sites On College Students' Group Team-buying Impact Study

With the increasing scale of the Group Buying, it becomes a consumer revolution which a growing number of people are willing to involve in. Yet, most operating model of group-buying websites is too homogenized, making them fail to raise the consumer’s loyalty and the brand recognition of company. At the same time, domestic social networking website has not yet found clear profit model so far, which means that social networking site faces the pressure of uncertain profit model. Thus, by drawing the conformity behavior concept in social psychology, this paper mainly concerns on the influence that the conformity behavior in social networks exert to college students when they group buying.Primarily, this paper covers the lecture reviews and the specification of the group buying, social networks, and conformity behavior. It studies on impacts of the Renren College students to the group buying of the college students. At the meantime, it forms a model of social networks’ group factor’s (group reliability, group attraction, the dependence within group, group cohesion, the influence of the group leader) impacts on purchase willing of the consumer. In the positive analysis, firstly, it introduces Cronbach’s a coefficient, CITC, Exploratory Factor Analysis and Reliability and validity of Confirmatory Factor Analysis, following by the Pearson Correlation to test the matching of the model and the explanation power of all the variables. Then, it comes to the influence of the college students’group buying, under the factors of group reliability, group attraction, the dependence within group, group cohesion, and the influence of the group leader. Lastly, it analyses college students’ different group buying behavior to various product styles in the way of variance. The result of positive analysis demonstrates that the five factors, involving group reliability, group attraction, the dependence within group, group cohesion, the influence of the group leader, will exert a remarkable influence on the college students’group buying willingness. In terms of the choices of the service products and the object products in the group buying, when they choose the service products they may let the interaction between the power of social networks groups and their self-consistency to alter their attitude to the band and their will to purchase. Thus, the conformity behavior appears in the service products buying process, and this interaction has the sense of robustness. Though, demonstrate the conformity behavior in the service products, they tend to have ant-conformity behavior in the object products purchase process.The result of the paper serves as a theory to the development of social networks:the social networks and the group buying websites may have a better link, while not merely rely on the advertisements on the social networks. Launching new products which better suit the company image according to special features of different groups. Therefore, companies should make properly use of group factors to guide and control consumer psychology and behavior, in order to encourage the customers to produce certain behavior and occupy market.