We regard business-to-customer electronic commerce (eCommerce) a form of social action that can be analyzed with Habermas’s (1985) communicative action theory. This theory presents a typology consisting of instrumental, strategic, normatively regulated, dramaturgical, and communicative action. We propose that social action theory in general and the action typology in particular are useful for analyzing eCommerce applications and as a framework for eCommerce research.
Janson, Marius; Iivari, Juhani; and Oinas-Kukkonen, Harri, "eCommerce as Computer-Mediated Social Action" (2000). AMCIS 2000 Proceedings. 68.