Intentional social action in virtual communities
There is growing evidence of the increasing participation in, and influence of, virtual communities in digital environments. To help explain this irresistible allure, the individual and social determinants of the member's intentions to participate are investigated. Conceptualizing virtual commu...
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| Published in | Journal of interactive marketing Vol. 16; no. 2; pp. 2 - 21 |
|---|---|
| Main Authors | , |
| Format | Journal Article |
| Language | English |
| Published |
New York
Elsevier Inc
2002
Wiley Subscription Services, Inc., A Wiley Company Elsevier Science Ltd |
| Subjects | |
| Online Access | Get full text |
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| Abstract | There is growing evidence of the increasing participation in, and influence of, virtual communities in digital environments. To help explain this irresistible allure, the individual and social determinants of the member's intentions to participate are investigated. Conceptualizing virtual community participation as
intentional social action, we explicate the concept of “we-intentions”, and use the Model of Goal-Directed Behavior to explain members’ we-intentions. Virtual community influences pertaining to compliance, internalization, and social identity are also elaborated on. An empirical study of regular virtual community participants (
N
=
157) finds that we-intentions to participate are functions of both individual determinants (positive anticipated emotions and desires), and community influences (social identity). Implications for marketing and future research opportunities are discussed. |
|---|---|
| AbstractList | There is growing evidence of the increasing participation in, and influence of, virtual communities in digital environments. To help explain this irresistible allure, the individual and social determinants of the member's intentions to participate are investigated. Conceptualizing virtual community participation as intentional social action, we explicate the concept of “we-intentions”, and use the Model of Goal-Directed Behavior to explain members’ we-intentions. Virtual community influences pertaining to compliance, internalization, and social identity are also elaborated on. An empirical study of regular virtual community participants ( N = 157) finds that we-intentions to participate are functions of both individual determinants (positive anticipated emotions and desires), and community influences (social identity). Implications for marketing and future research opportunities are discussed. There is growing evidence of the increasing participation in, and influence of, virtual communities in digital environments. To help explain this irresistible allure, the individual and social determinants of the member's intentions to participate are investigated. Conceptualizing virtual community participation as intentional social action, we explicate the concept of “we-intentions”, and use the Model of Goal-Directed Behavior to explain members’ we-intentions. Virtual community influences pertaining to compliance, internalization, and social identity are also elaborated on. An empirical study of regular virtual community participants ( N = 157) finds that we-intentions to participate are functions of both individual determinants (positive anticipated emotions and desires), and community influences (social identity). Implications for marketing and future research opportunities are discussed. There is growing evidence of the increasing participation in, and influence of, virtual communities in digital environments. To help explain this irresistible allure, the individual and social determinants of the member's intentions to participate are investigated. Conceptualizing virtual community participation as intentional social action, we explicate the concept of “we‐intentions”, and use the Model of Goal‐Directed Behavior to explain members' we‐intentions. Virtual community influences pertaining to compliance, internalization, and social identity are also elaborated on. An empirical study of regular virtual community participants (N = 157) finds that we‐intentions to participate are functions of both individual determinants (positive anticipated emotions and desires), and community influences (social identity). Implications for marketing and future research opportunities are discussed. © 2002 Wiley Periodicals, Inc. and Direct Marketing Educational Foundation, Inc. There is growing evidence of the increasing participation in, and influence of, virtual communities in digital environments. To help explain this irresistible allure, the individual and social determinants of the members intentions to participate are investigated. Conceptualizing virtual community participation as intentional social action, the authors explicate the concept of "we-intentions," and use the Model of Goal-Directed Behavior to explain members' intentions. Virtual community influences pertaining to compliance, internalization, and social identity are also elaborated on. An empirical study of regular virtual community participants finds that we-intentions to participate are functions of both individual determinants (positive anticipated emotions and desires), and community influences (social identity). |
| Author | Bagozzi, Richard P. Dholakia, Utpal M. |
| Author_xml | – sequence: 1 givenname: Richard P. surname: Bagozzi fullname: Bagozzi, Richard P. – sequence: 2 givenname: Utpal M. surname: Dholakia fullname: Dholakia, Utpal M. |
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| SubjectTerms | Behavior Chat rooms Citizen participation Communication Consumer behavior Consumers Interactive marketing Internet Psychology Social identity Social psychology Statistical analysis Virtual communities World Wide Web |
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| Title | Intentional social action in virtual communities |
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