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1、ABSTRACTTheemergenceanddevelopmentoftheInternethashugeimpactonpersonalhabitsandconsumptionpatterns,aswellassocialandeconomicdevelopment.Asanewbusinessmodel,o2obusinessmodelhasdevelopedrapidlyinourcountrybasedonthedevelopmentoftheInternet.ThiskindofInternetplatformhasbeenverypopul
2、aramongconsumersinrecentyears,whichbringstheonlineaudiencetoofflineconsumption.Domesticresearchscholarsstudyo2omodelmainlyfromaspectsofthestatusquoo2omode,operatingmode,thedevelopmentproblemsandtrends,howeverfewempiricalstudiesarecarriedoutaboutherdbehaviorofthismodel.Thispaperus
3、estheaudienceino2omodelastheresearchobject,carriesoutdatacollectionintheformofquestionnaire,usesthecollectedinformationof217audiencesasresearchdataofempiricalstudy,andconductsstatisticalanalysisbySPSSsoftwareandmultivariateanalysisofherdbehavioroftheaudienceino2omodel.Empiricalst
4、udyresultsshowthat:1.Therearefourmainfactorsthataffectpersonalcharacteristicsofherdbehavior,including"highself-monitoring,""confidence,""publicself-consciousness"and"compliance."Then,thesinglefactoranalysisshowsthanamongalltheaudiences,herdbehaviorofmaleismoreobviousthatthatoffem
5、ale;therearenosignificantdifferencesinherdbehaviorbetweendifferentagegroups;thereishigherextentofherdbehavioramongpeoplewhoaremoreconfidentandself-reflective.2.Audienceherdbehavioraffectedbythepopulationcharacteristicsismainlycausedbyonefactorof"groupintegratednature”.LSDtestafte
6、rwardsindicatesthattherearedifferencesbetweenthedegreesofherdbehaviorbecauseoffactorsofintegratedgroupnatures:thehigherdegreeofherdbehavior,thehigherscoresoffactorsofintegratedgroupandthestrongercomprehensivegroupcharacteristicswhichleadstothehigherdegreeofherdbehavior.Sothepopul
7、ationcharacteristicshaveasignificantinfluenceonthedegreeofherdbehavior.3.Theregressionequationconfirmsthat,theindexofthedegreeofherdIIbehavior,“Ionceboughto2oproductaccordingtoother’sopinionandIfeltsatisfied”,willaffectfrequencyofbuyingbehavioroftheaudience.Theproposedresearchcon
8、clusionsare:guidingaudiencesino2oconsump
