标题： 同伴效应与羊群行为：基于“双11”购物节的实证研究 显示英文标题

标题： Peer Effects and Herd Behavior: An Empirical Study Based on the "Double 11" Shopping Festival

摘要： 本研究采用贝叶斯概率模型，通过问卷调查收集的数据，对“双11”购物节期间消费者之间的同伴效应和从众行为进行实证分析。 结果表明，同伴效应显著影响消费者的决策，当室友参与时，参加购物活动的概率明显增加。 此外，性别、网上购物经验和时尚意识等因素显著影响消费者的从众行为。 这项研究不仅增强了对大学生网上购物行为的理解，还为电商平台制定有针对性的营销策略提供了实证依据。 最后，该研究讨论了网络消费活动的脆弱性、企业营销策略调整的必要性以及促进健康网络文化的的重要性。 显示英文摘要

摘要： This study employs a Bayesian Probit model to empirically analyze peer effects and herd behavior among consumers during the "Double 11" shopping festival, using data collected through a questionnaire survey. The results demonstrate that peer effects significantly influence consumer decision-making, with the probability of participation in the shopping event increasing notably when roommates are involved. Additionally, factors such as gender, online shopping experience, and fashion consciousness significantly impact consumers' herd behavior. This research not only enhances the understanding of online shopping behavior among college students but also provides empirical evidence for e-commerce platforms to formulate targeted marketing strategies. Finally, the study discusses the fragility of online consumption activities, the need for adjustments in corporate marketing strategies, and the importance of promoting a healthy online culture.