Determinants of innovative behavioral intention: Moderating role of real name policy in online community

Research paper by Shasha Li

Indexed on: 09 Mar '16Published on: 31 Dec '14Published in: Journal of Service Science Research


Online innovation community can be defined as a digital space where like-minded people have active and ongoing communication. The members share innovative ideas with one another, even build and maintain online or offline personal social ties, but have to comply with the community norms. A few years ago, real name policy was implemented in one country, while it was abolished in another country. The online community environment has changed.This study attempts to find out whether the interpersonal trust, community norms, belongingness, liberalism and ownership have a positive effect on innovative behavior intention. But, for unidentified users, the factors of interpersonal trust and liberalism do not affect the intention of innovative behaviors. In addition, identified users who are more liberal are more willing to participate in the internet-based innovation.