其他摘要：Group-buying is now a popular way of consumption. With the rise of group-buying, online to offline as a new e-commerce mode quickly penetrates into the traditional economic activities. In this paper, data were collected by the survey, and a model was built to get group impact factors of herd behavior in online to offline mode. The results show that credibility and attractiveness in group factors have a significant impact on herd behavior in online to offline mode. Therefore, the study about factors of herd behavior in online to offline mode can help group-buying websites and mer-chants understand consumers’ needs roundly and deeply and seek more business opportunities, and can promote the long-term development of group-buying online and other related industries. There is certain reference value and significance.
关键词：群体因素 ; o2o ; 从众行为 ; Group Factors ; Online to Offline ; Herd Behavior
其他关键词：群体因素 ; o2o ; 从众行为 ; Group Factors ; Online to Offline ; Herd Behavior
