Impact of social influence in e-commerce decision making

  title={Impact of social influence in e-commerce decision making},
  author={Young Ae Kim and Jaideep Srivastava},
Purchasing decisions are often strongly influenced by people who the consumer knows and trusts. Moreover, many online shoppers tend to wait for the opinions of early adopters before making a purchase decision to reduce the risk of buying a new product. Web-based social communities, actively fostered by E-commerce companies, allow consumers to share their personal experiences by writing reviews, rating reviews, and chatting among trusting members. They drive the volume of traffic to retail sites… CONTINUE READING
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