Abstract：The current research examines the important role of the rational identity in service participation from the perspective of customer proactive socialization. We conducted an empirical research on the background of the online team game, and the results indicated that the customers have two types of proactive socialization behaviors in the service participation: the task information seeking and the task feedback seeking. The impact of the two types of proactive socialization behaviors on the customer’s intention in continuous participation is mediated by the rationality of customer role identity and rationality of customer personal identity respectively.
