Undoubtedly social influence in IS research is an issue that needs to be much more clearly examined.
In order to assuage the wants for more research in this field we conducted a scientometric analysis of
subjective norm in the IS top-journals of the JAIS ranking for the last two decades. In total 113
empirical and conceptual research models predominately in adoption research contained the factor
subjective norm. The results revealed that subjective norm is just in seven of ten models a significant
antecedent. To gain more knowledge about this problem we followed the ideas of social psychology
and marketing researchers and correlated the strength of the impact of subjective norm with its
measurement as well as the impact of intention with the impact on other endogenous variables. The
results show a significant negative correlation between the significant antecedent subjective norm and
its original measurement, the perceived opinion of important others. Furthermore it revealed a
significant negative correlation between the significant impact of subjective norm on intention and the
significant impact on other endogenous variables.
Eckhardt, Andreas, "Value potential and challenges of service-oriented architectures - A user and vendor perspectiv" (2009). ECIS 2009 Proceedings. 114.