Predicting Intention to Participate in Socially Responsible
Collective Action in a Social Networking Website Group
Jengchung Victor Chen, Timothy McBush Hiele, Adam Kryszak,
William H. Ross
(2019)
https://aisel.aisnet.org/jais/vol21/iss2/6/
Abstract
The present study used the belief-desire-intention (BDI) model to predict group
members’ intention (“we-intention”) to participate in using a social networking
site (SNS) for collective action. Participants reported their beliefs about
social influence processes, including a subjective norm, a group norm, and
social identity; they also reported their beliefs about using an SNS for a
charitable collective action, which was socially responsible - perceived
corporate social responsibility (CSR). The study applied this integrated
research framework in the context of a Facebook group called KolorujeMY with an
interest in social causes (e.g., repairing orphanages in Poland). Moreover, the
structural equation modeling results indicated that social identity had a
positive and direct effect on we-intention to use an SNS for collective action.
Perceived CSR also had a positive and significant impact on this we-intention.
Similarly, desire had a positive, significant, and large effect on we-intention
to use SNS for collective action. The results also indicated that desire
partially mediated the relationship between the social influence beliefs and
we-intention. Overall, this study provides insights in the understanding of the
impact of social influence processes, the role of desire, and perceived CSR
beliefs toward predicting we-intentions in a social networking environment.