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The Role of Social Referents in Consumer' E-Commerce Adoption in China

From the perspective of social influence, this study developed an integrated model to explain different roles of social referents in an individual's e-commerce adoption based on theory of planned behavior (TPB) and trust relative theories. On basis of available research, online consumers' social referents were divided into three types: interpersonal norm, social norm of subjective norm and external norm on website. Empirical data was collected from a survey of users to verify proposed hypotheses. The result shows that consumers' use intention towards e-commerce is mainly determined by subjective norm and consumer's trust belief. Both interpersonal and social norm have positive effect on use intention, with the former a more important role. External norm by external referents on website shows a positive impact on users' trust but no significant effect on use intention. After consideration of the impact of external referents on customer behavior intention, the social influence on consumer's use intention is extend and different roles of various social referents can be better explained.