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New Technology of Library and Information Service  2011, Vol. 27 Issue (5): 55-61    DOI: 10.11925/infotech.1003-3513.2011.05.09
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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.
Key wordsVirtual community      Organizational citizenship behavior      Trust      Sense of virtual community     
Received: 15 April 2011      Published: 11 July 2011



Cite this article:

Xu Bo, Shao Bingjia, Jiang Hongtao. Empirical Study on the Factors Influencing Virtual Community Organizational Citizenship Behavior. New Technology of Library and Information Service, 2011, 27(5): 55-61.

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