EXAMINING MOTIVATIONAL DRIVERS BEHIND THE ADOPTION OF ONLINE SOCIAL PROOF IN CONSUMERS’ DECISION-MAKING
DOI:
https://doi.org/10.69980/4an16t66Keywords:
Online social proof, trust, perceived risk, convenience, perceived quality, e-commerceAbstract
The fast rise of e-commerce has increased the importance of online social proof as a key aspect in customer decision-making. The present study examines the factors that influence the adoption of online social proof, with an emphasis on trust and credibility, perceived risk, convenience, perceived quality, and social influence. For the study, data were collected from 323 online shoppers and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to test the relationship between the constructs. The findings indicate that trust and credibility, convenience, perceived risk and perceived quality considerably enhance the adoption of online social proof; however, social influence has a negative but significant relation in the adoption of Social Proof. The study offers empirical insights into how behavioural and psychological factors affect consumers' reliance on online social proof, with useful ramifications for e-commerce marketers looking to enhance consumer trust, reduce risk perception, and establish credibility in the online environment.
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