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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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    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.
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