A Study On The Conformity Effect And Influencing Factors In The Online Environment

In the big data environment,the amount of information is increasing rapidly.The interaction between the users is enhanced.There are differences between the group behavior made by multiple users interaction and individual behavior.There may be group effects in the online environment.The objectives of this study include 1)to explore whether there is a conformity effect in an online shopping environment and news reviews environment,and 2)to propose new methods of measuring conformity,3)to explore the factors that influence the conformity of human beings from the perspective of interface design.To this end,two studies were conducted.The first study explored whether there is a conformity effect in the context of online sales and reviews.A total of 30 young adults participated in the first experiment.The results indicated that there is conformity effect in the context of online sales and reviews from the perspective of absolute and relative terms.In absolute terms,the greater the group pressure,the longer the subjects' fixation time to the commodities or reviews.The longer the fixation time of the commodities or reviews,the stronger the conformity.In relative terms,the greater the change in group pressure,the higher the degree of change in the willingness/intention of the subjects.Apart for that,we provide new methods or ideas for measuring the conformity of users,which is to evaluate the user's conformity from the perspective of user behavior.Based on the discovery of the first stage,the second stage is from the point of view of the human brain electrical signal,aiming at exploring the factors that influence human conformity from the perspective of interface design.A total of 15 young adults participated in the second experiment and completed the shopping tasks.When the positive and negative reviews of contrasting presentation,the subjects' conformity increases.The layout mode that the rich content of reviews arranged at the front end will reduce the subjects' conformity.However,there is uncertainty about whether the consistency of the reviews valence affects the conformity of the subjects.But there are an interaction between the layout mode of positive and negative reviews of contrasting presentation and the consistency of reviews valence,the layout mode of rich content of reviews and the consistency of reviews valence.There is no interaction between the three variables.The theoretical exploration and experimental research of this study provide a new research idea for the design of online reviews form.The researchers put forward some suggestions on the design of online reviews form upon these findings.