TY - JOUR
T1 - Consumer's decision to shop online
T2 - The moderating role of positive informational social influence
AU - Lee, Matthew K.O.
AU - Shi, Na
AU - Cheung, Christy M.K.
AU - Lim, Kai H.
AU - Sia, Choon Ling
PY - 2011/8
Y1 - 2011/8
N2 - While much of the current literature tends to focus on the direct effect of social influence on consumer online shopping behavior, our study drew heavily on social influence theory and argued for an alternative theory focusing on the moderating role of social influence. In particular, we explored how positive messages in online discussion forums may affect consumers' decisions to shop online. We used a laboratory experiment in which the treatment group was required to read positive messages about online shopping experience in an online discussion forum. Positive social influence was found to reinforce the relationship between beliefs about and attitude toward online shopping, as well as the relationship between attitude and intention to shop. We believe our alternative theory provides new insight into the complex processes through which social influence is brought to bear on consumers' online shopping decisions. Implications of our work are discussed. © 2011 Elsevier B.V. All rights reserved.
AB - While much of the current literature tends to focus on the direct effect of social influence on consumer online shopping behavior, our study drew heavily on social influence theory and argued for an alternative theory focusing on the moderating role of social influence. In particular, we explored how positive messages in online discussion forums may affect consumers' decisions to shop online. We used a laboratory experiment in which the treatment group was required to read positive messages about online shopping experience in an online discussion forum. Positive social influence was found to reinforce the relationship between beliefs about and attitude toward online shopping, as well as the relationship between attitude and intention to shop. We believe our alternative theory provides new insight into the complex processes through which social influence is brought to bear on consumers' online shopping decisions. Implications of our work are discussed. © 2011 Elsevier B.V. All rights reserved.
KW - Attitude
KW - Behavioral intention
KW - Belief
KW - Electronic commerce
KW - Electronic word of mouth (eWOM)
KW - Informational social influence
KW - Online discussion forum
KW - Online shopping
KW - Web 2.0
UR - http://www.scopus.com/inward/record.url?scp=79960728362&partnerID=8YFLogxK
UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-79960728362&origin=recordpage
U2 - 10.1016/j.im.2010.08.005
DO - 10.1016/j.im.2010.08.005
M3 - RGC 21 - Publication in refereed journal
SN - 0378-7206
VL - 48
SP - 185
EP - 191
JO - Information & Management
JF - Information & Management
IS - 6
ER -