The significant others of subjective norm - A scientometric study of subjective norm in IS top-journals over two decades

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.