Abstract
Consumers' purchase decisions can be affected by their offline peers, or offline neighborhoods, and their online peers, or online friendships. Although both offline and online peer influence have been shown to affect consumer behavior, researchers have provided limited insights into how these two forms of social influence might differ from and interact with each other. Using a unique panel data set, this study examines two issues regarding the two forms of peer influence: (1) their impact on consumer purchase behavior, and (2) their interaction effects. Our findings reveal that both offline and online peer influence can affect customer purchase decisions, and there is a substitution effect between them. The theoretical and practical implications of this study are also discussed.
| Original language | English |
|---|---|
| Title of host publication | 2016 International Conference on Information Systems, ICIS 2016 |
| Publisher | Association for Information Systems |
| ISBN (Print) | 9780996683135 |
| Publication status | Published - Dec 2016 |
| Event | 37th International Conference on Information Systems, ICIS 2016 - Convention Centre Dublin, Dublin, Ireland Duration: 11 Dec 2016 → 14 Dec 2016 http://www.dublinconventionbureau.com/Offer/Offers/International_Conference_on_Information_Systems_ICIS_2016 http://archives.aisconferences.org/icis2016/ |
Conference
| Conference | 37th International Conference on Information Systems, ICIS 2016 |
|---|---|
| Place | Ireland |
| City | Dublin |
| Period | 11/12/16 → 14/12/16 |
| Internet address |
Research Keywords
- Offline peer influence
- Online community
- Online peer influence
- Purchase decision
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