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Social influence process in the acceptance of a virtual community service

Author

Listed:
  • Jaeki Song

    (Texas Tech University)

  • Yong Jin Kim

    (State University of New York)

Abstract

This study investigates the effect of subjective norms, tendency to social comparison, and social identity on behavioral intention to use an Avatar service. Use of a virtual community service can be regarded as social behavior or a behavior affected by social factors. This study relies on the link between subjective norms and behavioral intention in the theory of reasoned action, social identity theory, and social comparison literature. The proposed model was tested using survey data with the results lending support for the proposed model. The implications from this study are expected to contribute to the literature by shedding light on the social influence process in two ways. First, this study unveils how social factors including subjective norms, social identity, and tendency to social comparison affect behavioral intention to use a specific service from virtual communities. Second, this study will aid managers and academics to further understand the social nature of customer behavior with regard to using virtual community services and thus provide insight for the development of technology driven e-commerce.

Suggested Citation

  • Jaeki Song & Yong Jin Kim, 2006. "Social influence process in the acceptance of a virtual community service," Information Systems Frontiers, Springer, vol. 8(3), pages 241-252, July.
    • Handle: RePEc:spr:infosf:v:8:y:2006:i:3:d:10.1007_s10796-006-8782-0
    DOI: 10.1007/s10796-006-8782-0
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    References listed on IDEAS

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    Cited by:

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    3. Zanon, Johanna & Scholl-Grissemann, Ursula & Kallmuenzer, Andreas & Kleinhansl, Nikolas & Peters, Mike, 2019. "How promoting a family firm image affects customer perception in the age of social media," Journal of Family Business Strategy, Elsevier, vol. 10(1), pages 28-37.
    4. Mano, Rita, 2021. "The institutionalization of ICT and civic participation: Evidence from eight European nations," Technology in Society, Elsevier, vol. 64(C).
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    6. Varsha Jain & Saumya Pant, 2015. "Positioning Generation Y for Effective Mobile Communication: The case of three cities in India," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 3(1), pages 1-25, May.
    7. Athapol Ruangkanjanases & Shu-Ling Hsu & Yenchun Jim Wu & Shih-Chih Chen & Jo-Yu Chang, 2020. "What Drives Continuance Intention towards Social Media? Social Influence and Identity Perspectives," Sustainability, MDPI, vol. 12(17), pages 1-15, August.
    8. Yi-Wen Chen, 2020. "Sustainable Value Co-Creation in the Virtual Community: How Diversified Co-Creation Experience Affects Co-Creation Intention," IJERPH, MDPI, vol. 17(22), pages 1-14, November.
    9. Aaron X. L. Shen & Christy M. K. Cheung & Matthew K. O. Lee & Huaping Chen, 2011. "How social influence affects we-intention to use instant messaging: The moderating effect of usage experience," Information Systems Frontiers, Springer, vol. 13(2), pages 157-169, April.
    10. Iglesias-Pradas, Santiago & Hernández-García, Ángel & Fernández-Cardador, Pedro, 2015. "Social factors' influences on corporate wiki acceptance and use," Journal of Business Research, Elsevier, vol. 68(7), pages 1481-1487.
    11. Song, Jaeki & Kim, Junghwan & Cho, Kwangmin, 2018. "Understanding users’ continuance intentions to use smart-connected sports products," Sport Management Review, Elsevier, vol. 21(5), pages 477-490.
    12. Hee-Woong Kim & Hock Chuan Chan & Atreyi Kankanhalli, 2012. "What Motivates People to Purchase Digital Items on Virtual Community Websites? The Desire for Online Self-Presentation," Information Systems Research, INFORMS, vol. 23(4), pages 1232-1245, December.
    13. Ifinedo, Princely, 2016. "Applying uses and gratifications theory and social influence processes to understand students' pervasive adoption of social networking sites: Perspectives from the Americas," International Journal of Information Management, Elsevier, vol. 36(2), pages 192-206.
    14. Fotiadis, Anestis K. & Stylos, Nikolaos, 2017. "The effects of online social networking on retail consumer dynamics in the attractions industry: The case of ‘E-da’ theme park, Taiwan," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 283-294.
    15. Alonso-Dos-Santos, Manuel & Rejón Guardia, Francisco & Pérez Campos, Carlos & Calabuig-Moreno, Ferran & Ko, Yong Jae, 2018. "Engagement in sports virtual brand communities," Journal of Business Research, Elsevier, vol. 89(C), pages 273-279.

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