Predicting Intention to Participate in Socially Responsible Collective Action in Social Networking Website Groups

Chen, Jengchung Victor, Hiele, Timothy McBush, Kryszak, Adam, Ross, William H.

Journal of the Association for Information Systems · 2020 · Volume 21 · Issue 2

Abstract

he present study uses the belief-desire-intention (BDI) model to predict group members’ intentions (“we-intention”) to participate in using a social networking site (SNS) for collective action. Participants reported their beliefs about social influence processes, including their beliefs about subjective norms, group norms, and social identity; they also reported their beliefs about using an SNS for a charitable collective action, which was perceived as corporate social responsibility (CSR). The study applied an integrated research framework in the context of the Facebook group “KolorujeMY,” a group with an interest in supporting social causes in Poland. Our structural equation modeling results indicate that social identity has a positive and direct effect on we-intention to use SNS for collective action and that perceived CSR also had a positive and significant impact on we-intention. Similarly, we found that desire has a positive and significant effect on we-intention to use SNS for collective action. Our results also indicate that desire partially mediates the relationship between social influence beliefs and we-intention. Overall, this study provides insight into the understanding of the impact of social influence processes, the role of desire, and perceived CSR beliefs in terms of predicting we-intentions in a social networking environment.

Keywords

We-Intention, Desire, Social Influence Theory, Collective Action, Perceived Corporate Social Responsibility, Social Networking Sites

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