Understanding Online Community User Participation: A Social Influence Perspective

  title={Understanding Online Community User Participation: A Social Influence Perspective},
  author={Tao Zhou},
  journal={Internet Res.},
  • Tao Zhou
  • Published 28 January 2011
  • Business
  • Internet Res.
Purpose – The purpose of this study is to examine the determinants of online community user participation from a social influence perspective.Design/methodology/approach – Based on 450 valid responses collected from a survey questionnaire, structural equation modeling (SEM) technology was employed to examine the research model.Findings – The results show that both social identity and group norm have significant effects on user participation. In addition, group norm affects social identity. It… 

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