| The emergence of e-commerce has motivated a rapid growth in online trading. How to convert members into customers is the major issue for transaction website. Social identity theory provides an essential theoretical background for questions of this community identification and member behavior. Once members become attached to their community, it is expected that they will more likely support the community by showing various types of positive member behaviors. This research integrated both of the TAM (technology acceptance model) and social identity theory to explain how web service quality influence members・ attitude toward using the transaction website and the consequently behavioral intention. This study treated social identification as members・ attitude which will influence members・ intention to spread eWOM, to get information, and to purchase from the transaction website. After reviewing 225 valid respondents, this research found that web service quality will enhance members・ social identification. Furthermore, social identification will positively influence members・ behavior intention. Finally, social identification plays the full mediation role in the model. According to the research finding, we suggest that transaction website should provide high quality service at first, so that members will perceive the usefulness of the platform. To motivate members・ positive behavioral intention, practitioners should enhance their social identification. |
Updated 03/19/2014