A Study On Consumers’ Collaborative Purchase Behavior In Online Social Groups

The popularity of social media has changed the way of communication and collaboration between consumers and consumers,and the way of interaction has changed from enterprise-led to consumer-led,which has led to a new business model.Social business.Human life,communication,information dissemination will be due to the popularity of social business and change.The rapid development of social network services,making the social network services based online social groups to become the mainstream communication platform.At the same time,social network services gradually try to join the new commercial elements,but also makes the social network services become the main form of social business.Members of the online social group gradually become consumers,and in the group within the interaction process to complete the purchase decision.In this case,consumer buying behavior,individual perception and social relations structure will change due to the identity of the change and the shopping environment changes.From the perspective of consumers,what is the difference between buying behavior in online social groups and consumers’ buying behavior in traditional e-commerce and social network services?From the perspective of product vendor,how to do business and gain benefit within the social group?From the perspective of social structure,how does the group features and social network characteristics influence consumer’s purchase behavior?In order to conduct a comprehensive and specific analysis of consumer buying behavior in online social groups,three studies were conducted.First of all,through a case study to analyze the behavior of consumers in social groups,the social business environment,new purchase pattern of consumers,and factors that affect the purchase behavior.This study build a conceptual framework of consumer’s purchase behavior within an online social group to guide following two studies.In those two studies,this paper uses two research methods to analyze the consumers’ collective purchase behavior in the online social groups separately from the seller’s network characteristic level and the individual group’s perception level.In the second study,we use the techniques of content analysis and social network analysis to analyze the real chat records generated by the online social groups,analyze the content interaction behavior of the sellers and the network structure of the online social groups.Study 3 uses a questionnaire to examine how the perceptions of group features affect the value perception of group members and influence purchase behavior in online social groups.The results show that,first of all,online social groups and consumer behavior in the traditional e-commerce platform,consumer buying behavior is different,mainly for online social groups in the purchase of consumer behavior can be purchased through the collective That is,many consumers in the same online social groups to participate in a collective action at the same time,when consumer decision-making is no longer a single decision-making,but group-related decisions;Second,online social networking The factors that affect consumer buying behavior in the group also change because of the different shopping environment.The results of the second and third study show that the structural characteristics of the social network of the seller and the interactive content and interaction degree of the network have a significant effect on the collective purchasing behavior of the group consumers.At the same time,The impact of factors on the consumer’s collective purchasing behavior will have a direct impact.On the one hand,personal factors such as product attribute information,product experience information,social interaction information,entertainment information and social support information have an impact on consumers’ purchasing behavior in online social groups.Network structure attributes,as well as interaction with other active users,affect consumer buying behavior.On the other hand,from the group level factors,the social atmosphere will indirectly on the social group members have a significant impact on the collective purchase intention.This is consistent with the previous findings of social impact,which can be influenced by contextual characteristics and the surrounding environment.At the same time,the group members’ perceptions of the social atmosphere of the whole social group have a significant impact on personal value perception,such as social value perception,hedonic value perception and self-discovery value perception,thus affecting their purchase intention.Through this research,on the one hand,it will enrich and develop the theory of social groups and online consumer behavior research,improve the level of research in related fields,on the other hand,social groups in the new model of online purchase,social group interactive collective purchase Model,the introduction to the social network of consumers to buy behavior research,thus building a theoretical framework for social business participants to provide practical guidance.