Impact of social influence in e-commerce decision making
Proceedings of the ninth international conference on Electronic commerce
Virtual item purchase behavior in virtual worlds: an exploratory investigation
Electronic Commerce Research
Understanding buyers' social information needs during purchase decision process
Proceedings of the 12th International Conference on Electronic Commerce: Roadmap for the Future of Electronic Business
A diffusion mechanism for social advertising over microblogs
Decision Support Systems
Online Social Advertising via Influential Endorsers
International Journal of Electronic Commerce
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Given the amount of perceived risk involved in Internet shopping, many potential Internet shoppers tend to wait and observe the experiences of others who have tried it before considering adopting it. This study explores how positive informational social influence affects consumers' decision of Internet shopping using a laboratory experiment. The research results reveal that positive informational social influence reinforces the relationships between perceived ease of use and consumer attitude toward Internet shopping, as well as attitude and their intention to shop. Implications for the current investigation and future research directions are provided.