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

Andrews, Lynda (2004) The influence of social communication networks on intentions to purchase on the web. International Journal of Internet Marketing and Advertising (IJIMA), 1(2), pp. 137-154.

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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 online 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.

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ID Code: 26442
Item Type: Journal Article
Refereed: Yes
Keywords: online purchasing, social communication networks, normative influences, integrated marketing communications
DOI: 10.1504/IJIMA.2004.004017
ISSN: 1477-5212
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2004 Interscience Publishers.
Deposited On: 24 Jul 2009 01:36
Last Modified: 29 Feb 2012 14:13

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