The Study Of Group Polarization In Group-buying Under SNS Environment

This paper mainly discusses network buy SNS environment whether group polarization phenomenon, but from a macro perspective of product categories and group identity factors as well as factors that microscopic perspective of the individual motivation factors under study SNS network buy group polarization degree of influence.SNS, group-buying, group polarization, product classification, group identity, and other related documents were reviewed and groommed in the past based on the scholar’s research hypotheses. Mainly divided into two parts:First, investigate the SNS environment exists in the network buy group polarization phenomenon, the author group experimental design and empirical studies to test hypotheses; two is to explore what factors would buy the SNS network environment groups pole the degree of impact, the author discusses the macro factors and the product category group identity of the individual factors and the microscopic point of positive factors on SNS buy network environment in group polarization degree of influence, and through experimental research methods and statistical analysis methods to verify the hypothesis. In the empirical analysis, the authors carried out through SPSS19.0software group identity scale reliability analysis and validity analysis, and experimental samples demographic variables descriptive analysis and descriptive analysis.Experimental results show that:(1) SNS environment network buy group polarization phenomenon does exist.(2) with respect to the search for products buy, SNS environment experience network buy goods in a greater degree of group polarization.(3) The higher the level of group identity, SNS environment network buy the greater the degree of group polarization.(4) for the individual, the greater the individual’s motivation, the greater the degree of extreme personal attitudes.Conclusions of this study as well as products for businesses SNS website has some theoretical significance:SNS environment network buy should be based on a different product category, and more emphasis on different aspects. Search products for operating the business, pay attention to the website to provide information and ensure the quality of information, keep a firm hold consumers buy the first impression, because these products are often low level of group polarization, while operating experience goods merchants SNS environment can help provide more interactive platform, increasing consumer interaction, communication products experience, in order to expand sales; hand, SNS environment, select the appropriate group to buy the network initiated easily identify groups with high polarization, and opinion leaders in the group polarization has a significant effect, businesses should focus on training high degree of recognition of the group, can make use of the interactive features of SNS environment, the establishment of product exchange area where consumers interactive discussion related products and exchange experience.