The Impact of Social and Peer Influence on Intention to Purchase in the E-commerce Market

Abstract

The rapid growth of e-commerce has changed consumer buying behavior. Social engagement is particularly prevalent in developing markets and is a key component, but it also brings unpredictability. This research explores the impact of social influence and time on consumers' propensity to buy in the e-commerce market, with attitude and e-commerce serving as mediating factors. Based on the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), the study adopts a deductive approach and collects a sample of 260 through a survey questionnaire for data analysis. Data was collected via structured questionnaires and analyzed using PLS-SEM. According to the findings, social and peer influences significantly affect both consumers' attitudes toward e-commerce and their purchase intentions, with attitude toward e-commerce mediating the link between social, peer influences and purchase intention. The study offers useful insights into e-commerce platforms and markets, highlighting how social and peer-based strategies can increase consumer engagement and adoption, especially in emerging economies such as Pakistan.