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

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.

The influence of communication sources on perceived risk about purchasing online

In this paper we report on a qualitative study into the influence of personal and non-personal communication sources in creating, sustaining and/or mediating people's perceptions of risk about purchasing online. In terms of non-personal communication sources, our findings suggest that the popular media significantly influence both purchasers and nonpurchasers’ perceptions of risk about using the Web for purchasing. Despite these negative perceptions, those who have purchased online appear to pay little attention to change agent communications on websites, such as logos, icons and statements about secure payment systems, which are designed to alleviate these concerns. In terms of inter-personal communication sources, our findings suggest that while there is evidence that to some degree, friends or peers influenced the interviewees about purchasing online, the purchasers in our study indicated that they would not influence others to do the same. We conclude our paper with suggestions for future interpretive research into the influence of communication sources on acceptance of the Web for purchasing.

'Worldmarks': Web guidelines for socially and culturally responsive assessment in university classrooms

In the early 21st century, we need to prepare university students to navigate local and global cultures effectively and sensitively. These future professionals must develop comprehensive intercultural communication skills and understanding. Yet university assessment in Australia is often based on a western template of knowledge, which automatically places International, Indigenous, as well as certain groups of local students at a study disadvantage. It also ensures that Australian students from dominant groups are not given the opportunity to develop these vital intercultural skills. This paper explores the issues embedded in themes 1 and 4 of this conference and provides details of an innovative website developed at Queensland University of Technology in Brisbane, Australia, which encourages academic staff to investigate the hidden assumptions that can underpin their assessment practices. The website also suggests strategies academics can use to ensure that their assessment becomes more socially and culturally responsive.