Investigating the Influence of Social Cognitive, Affective and Evaluative Identities on Participation Intention in Online Communities and Shopping (Case Study: Students of Faculty of Economic and Administrative Science, Ferdowsi University of Mashhad)

Abstract

Previous studies show that there are many researches about online communities. Increasing in participating in online tasks, which lead to E-shopping, that lead to better marketing strategy and more profit is the cause of this research. Thus, the aim of this research is to investigate the influence of social, cognitive, emotional and evaluative identity on participation intention in online communities and shopping. We have 6 hypotheses through reviewing the literature from 1995 until 2013. The results show that social, cognitive, emotional and evaluative identity has significant impact on online space.

DOI: 10.5901/mjss.2015.v6n3s2p732