The influence of social communications networks on intentions to purchase on the web


Autoria(s): Fitzgerald, Lynda
Contribuinte(s)

K. Gwinner

Data(s)

10/05/2004

Resumo

Despite the increased offering of online communication channels to support web-based retail systems, there is limited marketing research that investigates how these channels act singly, or in combination with offline channels, to influence an individual's intention to purchase online. If the marketer's strategy is to encourage online transactions, this requires a focus on consumer acceptance of the web-based transaction technology, rather than the purchase of the products per se. The exploratory study reported in this paper examines normative influences from referent groups in an individual's on and offline social communication networks that might affect their intention to use online transaction facilities. The findings suggest that for non-adopters, there is no normative influence from referents in either network. For adopters, one online and one offline referent norm positively influenced this group's intentions to use online transaction facilities. The implications of these findings are discussed together with future research directions.

Identificador

http://espace.library.uq.edu.au/view/UQ:69717

Idioma(s)

eng

Publicador

Inderscience

Palavras-Chave #online purchasing #social communication networks #normative influences #integrated marketing communications #C1 #350204 Marketing and Market Research #720401 Marketing
Tipo

Journal Article