http://dx.doi.org/10.1016/j.im.2010.08.005">
 

Document Type

Journal Article

Department/Unit

Department of Finance & Decision Sciences

Title

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

Language

English

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.

Keywords

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

Publication Date

2011

Source Publication Title

Information and Management

Volume

48

Issue

6

Start Page

185

End Page

191

Publisher

Elsevier

ISSN (print)

03787206

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