Herd Behavior Study In "O2O" Business Model

The emergence and development of the Internet has huge impact onpersonal habits and consumption patterns, as well as social and economicdevelopment. As a new business model, o2o business model has developedrapidly in our country based on the development of the Internet. This kind ofInternet platform has been very popular among consumers in recent years,which brings the online audience to offline consumption. Domestic researchscholars study o2o model mainly from aspects of the status quo o2o mode,operating mode, the development problems and trends, however few empiricalstudies are carried out about herd behavior of this model.This paper uses the audience in o2o model as the research object, carriesout data collection in the form of questionnaire, uses the collected informationof217audiences as research data of empirical study, and conducts statisticalanalysis by SPSS software and multivariate analysis of herd behavior of theaudience in o2o model.Empirical study results show that:1. There are four main factors that affect personal characteristics of herdbehavior, including "high self-monitoring,""confidence,""publicself-consciousness" and "compliance." Then, the single factoranalysis shows than among all the audiences, herd behavior of male ismore obvious that that of female; there are no significant differences inherd behavior between different age groups; there is higher extent ofherd behavior among people who are more confident and self-reflective.2. Audience herd behavior affected by the population characteristics ismainly caused by one factor of "group integrated nature”. LSD testafterwards indicates that there are differences between the degrees ofherd behavior because of factors of integrated group natures: the higherdegree of herd behavior, the higher scores of factors of integrated groupand the stronger comprehensive group characteristics which leads tothe higher degree of herd behavior. So the population characteristicshave a significant influence on the degree of herd behavior.3. The regression equation confirms that, the index of the degree of herd behavior,“I once bought o2o product according to other’s opinion and Ifelt satisfied”, will affect frequency of buying behavior of the audience.The proposed research conclusions are: guiding audiences in o2oconsumption according to their actual needs; enhancing audiences’confidence in participation of o2o activities; reducing the impact ofattraction on audiences.