Authors: Lynda Fitzgerald
Addresses: School of Business, Colin Clark Building, University of Queensland, St Lucia Campus, St Lucia, Brisbane, Queensland, Australia
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 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.
Keywords: online purchasing; social communication networks; normative influences; integrated marketing communications.
International Journal of Internet Marketing and Advertising, 2004 Vol.1 No.2, pp.137 - 154
Published online: 12 Mar 2004 *Full-text access for editors Access for subscribers Purchase this article Comment on this article