The Effect of Individual Needs, Trust and Identification in Explaining Participation Intentions in Virtual Communities
From Virtual Communities
[edit] Authors
Juan Juan HAN, Raymond Jun ZHENG, Yunjie XU, National University of Singapore
[edit] Abstract
This paper studied individuals’ intentions to participate in virtual communities. In order to assess what influences participation intentions, we studied individual-based factors (members’ social needs and self expression needs), trust and identification. We found that although needs deficiency-based motivation theory is useful to explain participation intentions, trust and identification play an important moderating role.
