团购毕业论文-07.docVIP

eonformity. MajoremPiriealresultsshow: l、Audiences’ basicattributeshavesigniflcantdifferencestoonline grouP一 buyingeonformity(l)Agehasn’ tsignifieantinfluencesto conformity.Audienee， 5age15mainlydistributedinthe20一 40yearsold， butnotlimitedtoteenagers， which15differentfromtheformerseholars conelusionthatteenagersareeasytohavetheconformityPressure (Huertas， etal.， 1986).ThisindieatesthatInternetcommunieationbroke theenvironmentalrestrictionsandbroughtmoreinformationalinfluence thannormativeinfluence， 50itwillnotcausestereot即 ePressureto teenagers.(2)Genderhassignifieantinfluencestoconformity.The conformityProPortionoffemale15higherthanmale， 39.2%femaleand 16.3%maleareimPulsebuying， rePresentsstrongconformitytendeney. (3)Online一 grouPbuyingfrequeneyhassignifieantinflueneesto conformity.Audieneeswithmorebuyingfrequencyaremorelikelytobe influencedtoeonformity. 2.TherearefivemajorPersonaleharaeteristicsinfluencingonline grouP一 buyingeonformit又 whieharePublieself-consciousness，high self-monitoring， cognitiveelarity， self-eonfidenceandcomPliance.When theaudiencearemorePositivetoPublicself-consciousness，high self-monitoringandeomPliance， ormorenegativetocognitiveclarityand self-confidence， theironlinegrouP一 buyingaremorePronetoconformity tendeney. 3.TherearethreemajorgrouPcharacteristiesinfluencingonline grouP一 buyingconformit又 whichareattraetiveness， credibilityand interdePendenee.WhentheaudiencearemorePositivetoattraetiveness， credibilityandinterdePendenee， theironlinegrouP一 buyingaremore Pronetoeonformitytendeney. 4、 TheoverallconformityregressionmodelProofSthatconformity hassignifieantinflueneestoonlinegrouP一buying， andit’ 5themajor factoroftheonlinegrouP一 buyingrush. RelevantsuggestionsarePutsforwardaceordingtoresearch conelusions， ineludinghelPingtheaudiencetoPaymoreattentiontotheir IV “公众自我的意识”