THE IMPACT OF SOCIAL INFLUENCES TOWARDS ECOMMERCE BUYING DECISION AMONG MALAYSIAN CONSUMERS

Abstract

E-commerce gives high flexibility not only to consumers but also to marketers. However, security issues or poor product quality may reduce the tendency of people to shop through this platform. Considering this, this study is conducted to examine the effect of normative social influence and informational social influence on e-commerce buying intention. By utilizing the convenience-sampling technique, this study gathered 384 usable responses. Data were analyzed using SPSS software version 22. Results revealed that both social influences (informational and normative social influence) positively affect e-commerce buying decisions among Malaysian consumers. The results of the study provide managerial implications to marketers to emphasize these factors while designing their promotional activities. Perhaps, future research can extend the findings of this research by exploring other factors such as internal values and attitudes on e-commerce buying intention.