网络经济的发展为研究个体从众行为提供了理想的环境，但是关于网络经济中从众行为的研究，目前还处在探索阶段。并且，当前的研究大都没有区分网络经济中信息外部性和支付外部性对从众行为的影响差异。本项目拟采取网络实验和问卷调查的方法收集数据，基于同伴效应的角度研究网络经济中的从众行为及其特征，并提出对策建议。研究内容主要包括：（1）网络信息外部性和支付外部性影响下，行为人从众行为的理论机制；（2）基于网络实验的方法，分析同伴效应对从众行为的影响及特征，并且区分网络信息外部性和支付外部性的影响差异；（3）基于同伴效应的角度，实证检验信息外部性和支付外部性影响下，消费者在网络购物和手机网游过程中的从众行为及特征；（4）提出网络经济中各参与主体应对从众行为的策略。研究成果对于完善和扩展在网络经济中从众行为研究理论和方法，促进网络经济健康快速发展具有重要意义。

The development of network economy provides an ideal environment for the study of individual herd behavior, but the research on herd behavior in network economy is still in the exploratory stage.Moreover, most of the current researches do not distinguish the effect on herd behavior between the information externality and payoff externality of network economy. Based on the peer effect, this project studies the herd behavior and characteristics in network economy, which by means of network experiment and questionnaire survey. The main research work is as follows: Firstly, we will construct the theory mechanism of herd behavior under the influence of network information externality and payoff externality; Secondly, based on the method of network experiment, this project analyzes the influence and characteristics of peer effect on herd behavior, and differentiates the influence of network information externality and payment externality; Thirdly, based on the peer effect, this project empirically examine the herd behavior and characteristics in network shopping and mobile game; Finally, in terms of herding, countermeasure is provided for participants in the network economy. This study provides significant theoretical and methodological contributions for the research on online herd behavior, and the findings also promote the development of the network economy.