A Study On The Impact Of The Social Networking Site Groups Of Factors On The Students’ Buying Online

Buy site of rapid growth, China’s current network buy site thousands of mass ofWorld War II, the Red Sea to fight the situation. Through in-depth analysis on thebackground of Buying Online and social networking sites, that groups in the socialnetworking environment on the individual is a new phenomenon, has become animportant way of interpersonal communication in modern society. Mining factorsaffecting consumer herd behavior, psychological factors included in the study of therelationship between the consumer and the social networking site to explore themechanism of group factors in the social networking site on the Students’ BuyingOnline.First, the paper on the basis of theoretical analysis, the assumptions and conceptualmodel of the social networking site for Buying Online. Assumptions include thecommodity type and its influence on the group factor in the social networking sitehypothesis of Students Buying Online, the independent variables are group factors andthe type of network buy goods, the group factor for the group attractiveness, credibility,group cohesion, the influence of opinion leaders and the interdependence betweengroup members, the network type of buy goods for the class kind of sport shoes, buyand service class movie ticket, buy.Secondly, the paper based on the scale design questionnaire, the questionnaireofficial release and recycling. Finalize the data analysis. SPSS17.0statistical softwareand use the reliability of each variable in this study sample paired t-test, varianceanalysis and the descriptive statistical analysis; then use Lisrel8.7analysis software,the validity, confirmatory factor analysis. The empirical results show that these fivegroups of the group credibility and attractiveness of the groups, the interdependencebetween group members, the group’s cohesion within the group of opinion leadersinfluence factors on college students buy the network will change significantly. impact; and college students for service-class networks buy goods more likely to exhibitherding behavior, while more likely to show physical class networks buy goods out ofthe herd or anti-herding behavior.Thesis of psychological factors affect the mechanisms included in the study of therelationship between the consumer and the social networking site, buy the group factorsof Internet social networking sites social networking site operators to use the interactiveconsumer into buy mode Buying Online Business Innovation NetworkBuying Onlineinstructive to expand the profitable channels and other business decisions.