Social influence process in the acceptance of a virtual community service

Jaeki Song () and Yong Jin Kim ()
Additional contact information
Jaeki Song: Texas Tech University
Yong Jin Kim: State University of New York

Information Systems Frontiers, 2006, vol. 8, issue 3, No 7, 252 pages

Abstract: 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.

Keywords: Avatar; Subjective norms; Social identity; Social comparison (search for similar items in EconPapers)
Date: 2006
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

Downloads: (external link)
http://link.springer.com/10.1007/s10796-006-8782-0 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:infosf:v:8:y:2006:i:3:d:10.1007_s10796-006-8782-0

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/10796

DOI: 10.1007/s10796-006-8782-0

Access Statistics for this article

Information Systems Frontiers is currently edited by Ram Ramesh and Raghav Rao

More articles in Information Systems Frontiers from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().