Individual and Group Bases of Social Influence in Online Environments

Online social interactions in the form of collaborative browsing and recreational chatting were studied. The theory of planned behavior and an augmented theory of planned behavior with the inclusion of group norms and social identity were used to explain decision making by Indian recreational chatters (n = 176) and decision making and behavior by American collaborative browsers (n = 160) and recreational chatters (n = 157). Consistent with predictions under the theory of planned behavior, attitudes and perceived behavioral control were significant determinants of intentions, and intentions influenced behavior. Subjective norms failed to affect intentions. Group norms also proved to be important determinants in all 3 samples, and social identity was salient for American and Indian recreational chatters but not for American collaborative browsers. In tests of hypotheses, intentions were reconceptualized as we- or shared-intentions, and all variables under test contained group action as the referent, in contrast to past research, which has focused on individual action.