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Empirical Study on the Factors Influencing Virtual Community Organizational Citizenship Behavior |
Xu Bo1, Shao Bingjia2, Jiang Hongtao2 |
1. School of Management,Fudan University, Shanghai 200433,China;
2. School of Economics and Business Administration, Chongqing University,Chongqing 400030,China |
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Abstract Organizational Citizenship Behavior (OCB) is critical to the success of a virtual community. The model of factors influencing virtual community OCB is developed based on the literature. The model is tested with data collected from virtual community users using survey. It is found that the factors of sense of virtual community, cognitive trust, affective trust, attachment motivation, social support orientation and disposition trust, have significant impact on the virtual community OCB. The psychological factors of attachment motivation, social support orientation and disposition trust have impact on sense of virtual community through the factors of trust.
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Received: 15 April 2011
Published: 11 July 2011
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