The development of information technology increases the number of active users of mobile phones and several platforms in it, such as ecommerce. Social groups and peers influence determining consumer behavior to make purchasing decisions on e-commerce. The purpose of this study was to determine the effect of social influence and peer influence on the intention to purchase on e-commerce which is supported by the theory of TPB (Theory of Planned Behavior) and TAM (Technology Acceptance Model). The data in the study were obtained from 338 students in Surabaya who had shopped through e-commerce. This study uses Confirmatory Factor Analysis to determine the validity and reliability of the construct and Partial Least Square in testing the relationship between the variables. The results of the analysis have proven that social influence and peer influence variables have a significant influence on attitudes towards using e-commerce and intention to purchase. Social and peer influence can influence behavior in making purchasing decisions among consumers, especially teenagers through trust, interaction, habits, recommendations, and information provided. This research is expected to provide knowledge to sellers in e-commerce for the development of marketing their products and services in the future.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.