The Study On The Influence Mechanism Of Online Flash Sales Behavior From The Perspective Of Information Cascade

With the rapid development of e-commerce in recent years,while the scale and quantity of commodity retail transactions show explosive growth,the phenomenon of commodity homogenization is becoming more and more serious.In order to cope with the previous differentiated and irregular flash sales of various platforms and merchants,Juhuasuan took the lead in further regulating the price order of commodities,and built a genuine online flash sales platform focusing on the sinking market with unified planning of commodity types and integrated pricing model.In such an environment,faced with the same type of online flash sales products with almost the same price discounts,users of online flash sales are facing the problem of "which product to buy".In the face of the new online flash sales environment,the pre-sales volume of products,past user review information and other reference indicators provided by the rush shopping platform provide consumers with information assistance,but undoubtedly make consumers’ purchasing decisions more significantly influenced by their own activities and the purchasing behavior of others.It also provides an ideal environment for consumers’ herd purchase behavior.It is not difficult to find in actual online flash sales that consumers’ herd purchases often result in the phenomenon of "polarization" in the sales of merchants of the same type of goods.The information cascade theory has always been regarded as an important driving force leading to conformity behavior,and it focuses more on observing the internal psychological process of conformity.Therefore,this paper tries to explore the internal psychological process of consumers’ purchasing behavior from the perspective of information cascade itself,and studies the influence mechanism of users’ online flash sales behavior from the perspective of information cascade by combining the SOR theory and regulatory focus.This study adopted the method of questionnaire survey to collect relevant data.By combining previous studies to design scales and issue questionnaires,496 valid data were finally collected.In this paper,through data statistics and structural equation research methods,data analysis software such as SPSS and AMOS are used to analyze valid data.The results show that imitating others has a significant positive impact on purchasing behavior intention,weakening their own information has a significant positive impact on purchasing behavior intention,and perceived value has a significant positive impact on purchasing behavior intention.Pre-purchase scale and consistency of product reviews have significant positive effects on imitating others and weakening their own information and perceived value.At the same time,the research results also show that the prevention focus has a moderating effect on the purchase of users’ buying behavior,while the promotion focus has no moderating effect.