Impact of offline and online peer influence on customer purchase behavior : An empirical investigation

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publication2016 International Conference on Information Systems, ICIS 2016
PublisherAssociation for Information Systems
ISBN (Print)9780996683135
StatePublished - 2016

Conference

Title37th International Conference on Information Systems, ICIS 2016
LocationConvention Centre Dublin
PlaceIreland
CityDublin
Period11 - 14 December 2016

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.

Research Area(s)

  • Offline peer influence, Online community, Online peer influence, Purchase decision

Citation Format(s)

Impact of offline and online peer influence on customer purchase behavior : An empirical investigation. / Wu, Ji; Xie, Kang; Xiao, Jinghua; Zhao, J. Leon.

2016 International Conference on Information Systems, ICIS 2016. Association for Information Systems, 2016.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review