A social identity perspective on participation in virtual healthcare communities

Abstract

Virtual healthcare communities are incorporating social network features to motivate more participation. Using the lens of social identity theory, this study looks at how the social network structure of virtual healthcare communities influences participation via social identity. In specific, the effect of cognitive, emotional and evaluative components of social identity are investigated. Uncertainty in illness theory is also applied to understand the concerns of individuals in virtual healthcare communities. Both archival and survey data are collected to test the research model. Our results show the influence of social identity on participation, as well as the connections among the three components of social identity. The importance to understand uncertainty in illness in virtual healthcare communities is also shown. Social network features are also shown to play important roles in encouraging participation. The findings provide implications for both research and practice in this area. © (2011) by the AIS/ICIS Administrative Office All rights reserved.