A social influence model of consumer participation in network- and small-group-based virtual communities

Dholakia, Utpal M.; Bagozzi, Richard P.; Pearo, Lisa Klein

doi:10.1016/j.ijresmar.2003.12.004

Cited by 1,749 publications

(1,647 citation statements)

References 41 publications

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“…This finding is consistent with De Vries et al (2012). The information content describes the ability of a fan page to provide information that acts as an important reason for people to use social networking sites (Liao et al, 2011), to participate in virtual communities (Dholakia et al, 2004), to contribute to Facebook (Park et al, 2009), and consume content about related brands (Muntinga et al, 2011). Therefore, based on the findings of the research, the study concluded that individuals would have more positive attitudes towards informative fan pages, as compared to noninformative ones.…”

Section: Journal Of Indonesian Economy and Business Maysupporting

confidence: 70%

Motivation for Individuals’ Involvement With Fan Pages

Abdillah

2016

JIEB

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Section: Journal Of Indonesian Economy and Business Maysupporting

confidence: 70%

Motivation for Individuals’ Involvement With Fan Pages

Abdillah

2016

JIEB

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“…Our results are different from those of previous research (e.g., Moore & Benbasat, 1991;Venkatesh & Davis, 2000;AbuShanab & Pearson, 2007;Martins et al, 2014), because our sampling targets are experienced users. Researchers have indicated that people emphasize on various benefits when using a VC to search for cosmetic products (e.g., Athiyaman, 2002;Dholakia, Bagozzi, & Pearo, 2004). When members are familiar with a VC or when information is transparent, they will not rely on the social benefits of participation and group referent but on other benefits, such as saving in time and effort.…”

Section: Discussionmentioning

confidence: 99%

Factors Affecting Re-usage Intentions of Virtual Communities Supporting Cosmetic Products

Yang

Chen

2017

IJIKM

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Aim/PurposeThis study uses a cosmetic virtual community (VC) as the research context and the UTAUT model as the theoretical structure aim to explore factors affecting the re-usage intentions of VC members. BackgroundThe Internet use rate of VC was up to 50%, thereby implying that VC gained the attention of Internet users. Therefore, operating a VC will be an effective way to communicate with customers. However, to maintain an existing member is more efficient than creating a new one. As such, understanding determinants of VC members' re-use intentions becomes important for firms. MethodologyThrough an online survey, 276 valid responses were gathered. The collected data were examined by performing confirmatory factor analysis, structural equation modelling procedures, as well as the moderator analysis. ContributionThis study shows the importance in the context of online cosmetics-related VC, which was rarely explored before. We provide issues for future research, despite the accumulated academic literature related to UTAUT and VC. Findings Results show that only performance expectancy and social influence significantly affecting re-usage intentions and only gender has moderating effects on the path from performance expectancy to VC re-use intention and from trust to VC re-use intention. Recommendations for PractitionersThis study found that users emphasized performance expectancy most of all. A cosmetic product-related VC should introduce products abundantly, offer useful information, and help people accomplish tasks quickly and productively. Re-usage Intentions of Virtual Communities 18 Recommendation for ResearchersFuture researchers may use our findings to conduct further positivist research in the area of social influence using different subjects and research contexts.

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“…Information value, entertainment value, friendship value were measured by the purposive value (three items), entertainment value (four items), and interpersonal connectivity (three items) scales, respectively, suggested by Dholakia et al 15 A three-item scale was adapted from Verhoef et al 19 to measure eWOM intention. Propensity to gossip was measured by a six-item social value subscale of the attitude toward the gossip scale developed by Litman and Pezzo.…”

Section: Methodsmentioning

confidence: 99%

“…Dholakia et al 15 found that social influence variables, group norms, and social identity are perceived as value perceptions to a much greater extent among individuals belonging to small group-based virtual communities, compared with those belonging to large network-based virtual communities. Specifically, their findings indicate that members of large network-based communities seek a reputation to establish trust and status and to foster social interactions, since they usually don't know each other initially, and their motives are self-referent.…”

Section: Outcome Of Online Gossipmentioning

confidence: 99%

Do Online Gossipers Promote Brands?

Okazaki

Campo

2013

Cyberpsychology, Behavior, and Social Networking

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Online gossip has been recognized as small talk on social networking sites (SNSs) that influences consumer behavior, but little attention has been paid to its role. This study makes three theoretical predictions: (a) propensity to gossip online leads to greater information value, entertainment value, and friendship value; (b) upon exposure to a high-involvement product, online gossipers are more willing to spread such information through electronic word-of-mouth (eWOM) in search of prestige or fame as a knowledge expert; and (c) this tendency will be more pronounced when they are connected with strong ties (rather than weak ties) and belong to a large network (rather than a small network). An experimental survey was conducted with a scenario method. In total, 818 general consumers participated in the survey. A multivariate analysis of variance (ANOVA) provides empirical support for prediction (1). With regard to predictions (2) and (3), a series of three-way and two-way between-subjective ANOVAs were performed. When a high-involvement product is promoted, gossipers, rather than nongossipers, are more willing to participate in eWOM on an SNS. Furthermore, a significant interaction effect indicates that online gossipers' willingness to particiapte in eWOM would be more pronounced if they belonged to a large network rather than a small network. However, when a low-involvement product is promoted, no interaction effect is found between online gossip and network size. In closing, theoretical and managerial implications are discussed, while important limitations are recognized.

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A social influence model of consumer participation in network- and small-group-based virtual communities

Cited by 1,749 publications

References 41 publications

Motivation for Individuals’ Involvement With Fan Pages

Motivation for Individuals’ Involvement With Fan Pages

Factors Affecting Re-usage Intentions of Virtual Communities Supporting Cosmetic Products

Do Online Gossipers Promote Brands?

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