The study investigates social influence and peer influence on consumers’ attitude toward
e-commerce and their subsequent purchasing intentions, framed through theoretical lenses of
Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM). Key findings
show that social influence has the strongest effect on shaping positive platform attitudes
(β=0.672), while peer influence, though slightly less powerful (β=0.231), proved more trusted
and persuasive in driving actual purchases. Notably, peer recommendations were 2.3 times
more effective at building trust than broader social influence, highlighting the critical role of
personal networks in e-commerce decisions. These findings underscore how modern online
purchasing behavior is shaped as much by social connections as by product features or
platform functionality.
Moreover, the study largely supports the Theory of Planned Behavior (TPB), but reveals
that online shopping amplifies social influences beyond what traditional TPB predicts. While
TPB correctly states that purchase decisions are shaped by personal attitudes, social
pressures, and perceived control, the research found that digital platforms intensify these
effects. Social media recommendations from both influencers (social influence) and friends
(peer influence) don't just shape attitudes, but can also directly trigger purchases through
mechanisms like Fear of missing out (FOMO) and instant social proof. Online reviews and viral
trends create stronger, faster-acting social pressure than face-to-face interactions. Essentially,
TPB's framework still works yet needs to account for how digital environments supercharge
social influences, making peer recommendations and online reputations more powerful
decision-drivers than in traditional shopping contexts.
0
