Social network engagement and online consumer attitudes: a psychosocial model

Rad ne sadrži sažetak.Scope of this research was to explore determinants of social influence in virtual environments and it’s linkage to attitudes about online shopping. We examined relationship between word of mouth on social networks and attitudes toward online shopping and how these variables are related to some psychological and psycho-social constructs. Online questionnaire was administered on a sample of 105 participants, mainly Italians. After conducting various univariate and multivariate statistical analysis, psycho-social model was created and positive relationships between e-WOM on social networks and positive attitudes toward OS were found. Social network engagement, sense of virtual community, susceptibility to interpersonal influence and certain personality traits showed significant positive correlations with dependent variables, while self-monitoring and social self-efficacy didn’t show major effects. Although mediating and moderating effects still need to be explored, current model offers important implications for marketers, as well as for future investigations