Towards an understanding of the consumer acceptance of mobile wallet
Computers in Human Behavior
An empirical study of the factors affecting social network service use
Computers in Human Behavior
A theoretical model of intentional social action in online social networks
Decision Support Systems
International Journal of Information Technology and Management
Information Systems Frontiers
Forming relationship commitments to online communities: The role of social motivations
Computers in Human Behavior
Expert Systems with Applications: An International Journal
An Examination of Factors Associated with User Acceptance of Social Shopping Websites
International Journal of Technology and Human Interaction
Harnessing social dynamics through persuasive technology to promote healthier lifestyle
Computers in Human Behavior
Driving Forces Behind Participation and Satisfaction with Social Networking Sites
International Journal of Virtual Communities and Social Networking
Students' perceptions of Facebook for academic purposes
Computers & Education
Social media, social causes, giving behavior and money contributions
Computers in Human Behavior
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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.