...Tao Wang; Yalan Li; Minghui Kang; Haichao Zheng Purpose The purpose of this paper is to apply the self-determination theory (SDT) to propose a research model that incorporates the SDT framework and contextual variables as determinants and self-identity and social identity as mediating constructs...

... perspective. Design/methodology/approach This research recruited 368 VC (i.e., Fashion Guide) members in Taiwan and used structural equation model to test research hypotheses. Findings The results showed that both shared vision and language positively influenced norm of reciprocity and social identity...