The Role of Self- and Group Efficacy in Moderated Group Chat

This article introduces the idea of moderated group chat (mgc) on the internet. Building upon existing theory from the research stream on group dynamics, we examine the possible influence of efficacy beliefs on customer’s satisfaction with mgc. Specifically, we focus on the influence of self- and group-efficacy beliefs at multiple levels of analysis. Furthermore, we take into account a relevant aspect of mgc: the style of the facilitator. The findings support the influence of self- and group-efficacy and show that the exact nature of these influences on customer satisfaction varies across facilitator style and group-level processes.