| With the development of Internet in China, the online Group-shopping becomes more and more popular, according to the29th Report on Network Development Station which was published in January2012, it is said that there are more than0.5billion netizens by the end of December of2011. And it is also shown that the online shopping customers increased0.19billion, and the online group-shopping users are more than64.65million. The online group-shopping was the second fast network service for the last year.The online group-shopping can offer the intermediary services to consumers and trade companies to get the service charge, which benefits every part and makes this new consumption model develop quickly.At the same time, more and more people began to use this new shopping model, but the customers cannot talk with sellers face to face, only can communicate with each other with instant messages; the customers cannot watch the goods directly with eyes and touch, they only can read the information of the goods which comes from the website or the evaluation from other customers. If we buy something from the online group-shopping website, we would reference the others’evaluation, so maybe we would change our mind to in accordance with the others’, it is called conformity.Most scholars’studies on the group-buying are focusing on the phenomenon, model, advantages and disadvantages and the main three participants. In this study, we want to study on the online group-buying consumers’conformity.The paper chooses the audiences from a group-buying website to be the empirical research object to study conformity. At last, we found the personal and group characteristics have the positive relationship with the influence factors of conformity. According to the above results, the trade companies can use society influence to make consumers to conformity; and the popularization on the Internet, media and consumers can enhance the company’s reputation. |
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