Consumer's decision to shop online : The moderating role of positive informational social influence

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

95 Scopus Citations
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Detail(s)

Original languageEnglish
Pages (from-to)185-191
Journal / PublicationInformation and Management
Volume48
Issue number6
StatePublished - Aug 2011

Abstract

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.

Research Area(s)

  • Attitude, Behavioral intention, Belief, Electronic commerce, Electronic word of mouth (eWOM), Informational social influence, Online discussion forum, Online shopping, Web 2.0