A Research Of Social Influence On Consumers' Willingness To Pay Of Group Buying

In this study,the online grouping model was used as the research background,and Event-related Potentials technology(ERP)was used as the research tool to analyze the effect of social influence on consumer online shopping.The social influence in this study refers to the group's behavior.The experiment was subdivided into four scenarios according to the individual's willingness and the group's behavior.These were:high willingness-buy,high willingness-not buy,low willingness-buy and low willingness-not buy.The behaviors and EEG data of these four situations were analyzed.The research results show that when the individual purchase decision behavior is inconsistent with the purchase decision behavior of the group,the consumer's purchase intention of the product will be affected,and then change their decisions in the opposite direction,and when the individual purchase decision behavior and the group's purchase decision When the behavior is consistent,consumers' willingness to purchase goods will change in the direction that they originally thought.At the same time,this study also found that when the individual's purchase intention is high,if the group decision-making behavior is inconsistent with the individual,it will induce the FRN component,and the FRN is related to conflict and expected bias.When the individual's willingness to buy is low,if the group decision-making behavior is consistent with the individual,it will induce the P300 component.