home > Blog > Topics > Social Network Research > How Social Contagion Affects Consumers' Willingness to Try Online Retailers

How Social Contagion Affects Consumers' Willingness to Try Online Retailers

10/9/2004 by

Wharton study shows that even when deciding which online retailer to use, people rely in part on their local geographic network:
How “Social Contagion” Affects Consumers’ Willingness to Try Online Retailers –

Filed Under: Social Network Research