Related Experiment Video
Updated: Jul 19, 2026
07:35
How Virtual Celebrity Characteristics Drive Purchase Intention: Testing the Stimulus-Organism-Response Framework with Structural Equation Modeling
Published on: March 3, 2026
Understanding behavioral intention to participate in virtual communities
1Department of Shipping and Transportation Management, National Taiwan Ocean University, Keelung, Taiwan. hflin@mail.ntou.edu.tw
Summary
Understanding virtual community participation is key for online businesses. This study found that perceived usefulness, ease of use, trust, self-efficacy, and facilitating conditions significantly drive member intentions to participate.
Area of Science:
- Social Sciences
- Information Systems
- Human-Computer Interaction
Background:
- Virtual communities are crucial online marketplaces for businesses, requiring an understanding of member participation drivers.
- Existing models need refinement to capture the specific factors influencing engagement in internet-based communities.
Purpose of the Study:
- To identify key determinants influencing members' intentions to participate in virtual communities.
- To extend the Theory of Planned Behavior (TPB) by decomposing attitude and perceived behavioral control components.
Main Methods:
- Developed a research model based on an extended TPB, incorporating perceived usefulness, ease of use, trust, Internet self-efficacy, and facilitating conditions.
- Conducted a survey of 165 virtual community members.
- Employed structural equation modeling (SEM) to analyze the proposed model and test hypotheses.
Main Results:
- Attitude (perceived usefulness, ease of use, trust) significantly influences behavioral intentions.
- Perceived behavioral control (Internet self-efficacy, facilitating conditions) also significantly impacts behavioral intentions.
- Subjective norms were found to have no significant effect on participation intentions.
Conclusions:
- Attitudinal factors and perceived behavioral control are critical drivers of virtual community participation.
- Online businesses should focus on enhancing perceived usefulness, ease of use, trust, and user self-efficacy to foster community engagement.
- Future research should explore other potential moderators and mediators of participation in virtual communities.
Related Concept Videos
02:06Social Exchange Theory
We have discussed why we form relationships, what attracts us to others, and different types of love. But what determines whether we are satisfied with and stay in a relationship? One theory that provides an explanation is social exchange theory. According to social exchange theory, we act as naïve economists in keeping a tally of the ratio of costs and benefits of forming and maintaining a relationship with others (Rusbult & Van Lange, 2003).
01:26Social Exchange Theory
As formulated by John Thibaut and Harold Kelley, Social Exchange Theory explains human relationships as economic-like exchanges that maximize rewards and minimize costs. This theory suggests that individuals engage in relationships to gain benefits and reduce burdens, similar to economic transactions. It has been widely applied to various types of relationships, including romantic, professional, and social interactions.Rewards and Costs in RelationshipsRelationship rewards include emotional...
01:30Social Foundations of Self IV: Self in Digital Communication
Since the early 2000s, computer-mediated communication (CMC) has grown rapidly, playing a crucial role in self-development. A key distinction between CMC and real-life interactions is the lack of a physically present partner. This absence makes non-verbal cues such as facial expressions, body language, and paralinguistic signals unavailable in CMC platforms like email, instant messaging, or social media. The lack of these cues can create ambiguity and complicate how feedback is interpreted.The...
01:29Introducing Social Perception
Perceiving others accurately is fundamental to effective communication and relationship-building. Social perception, a key concept in social psychology, refers to the cognitive processes through which individuals gather and interpret information about others to understand their actions, intentions, and motivations. This process extends beyond spoken words and overt behaviors, incorporating subtle nonverbal cues and contextual factors.Nonverbal Cues and Their SignificanceNonverbal cues play a...
01:29Social Psychology and Individual Behavior
Social psychology examines how group dynamics, emotions, and cultural influences shape individual actions and decision-making. These elements interact to form behavioral patterns that affect personal choices and social interactions.The Role of Group DynamicsGroups play a crucial role in shaping behavior by reinforcing norms and expectations. Individuals derive a sense of self from group membership, often aligning their behaviors with group norms to maintain social cohesion. For example, an...
01:52Persuasion Strategies
Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts. Ultimately, the principles are effective in selling products and changing people’s attitude, ideas, and behaviors (Cialdini & Goldstein, 2004).