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

    Author(s)
    Fitzgerald, Lynda
    Griffith University Author(s)
    Andrews, Lynda M.
    Year published
    2004
    Metadata
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    Abstract
    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 ...
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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 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.
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    Journal Title
    International Journal of Internet Marketing and Advertising
    Volume
    1
    Issue
    2
    Publisher URI
    http://www.inderscience.com/ijima/
    DOI
    https://doi.org/10.1504/IJIMA.2004.004017
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/27676
    Collection
    • Journal articles

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