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Study on the Influences of Organizational Citizenship Behavior in Virtual Community

Author: JiangHongTao
Tutor: ShaoBingJia
School: Chongqing University
Course: Technology Economics and Management
Keywords: Virtual community Knowledge Sharing Organizational citizenship behavior Individual characteristics Trust
CLC: C912
Type: Master's thesis
Year: 2009
Downloads: 530
Quote: 2
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Abstract


Virtual community participation activities, in particular, knowledge-sharing activities, both to meet the needs of Internet users through the Internet to interact and share virtual community providers to provide business value. However, many people are reluctant to participate in virtual communities and contribute their knowledge, resulting in a lot of virtual communities are forced demise. Therefore, to enhance research in promoting virtual community knowledge sharing behavior is very urgent. Previous studies, more research application and the role of knowledge sharing in virtual communities, how to improve the level of participation in virtual communities, the establishment of knowledge-sharing mechanisms for empirical research is still relatively small, the existing research is also focused on participating and sharing activities, technology, environment and incentives (both tangible and intangible), for research on the relationship between the psychological characteristics of virtual community activities rarely. In order to fill this gap, organizational citizenship behavior theory into the virtual community, summed up the individual characteristics from a psychological point of view, the empirical study of a virtual community organizational citizenship behavior influencing factors, in order to improve the level of virtual community participation and knowledge sharing activities . In this study, the sense of virtual community, trust, interpersonal and individual characteristics based on the assumptions of virtual community organizational citizenship behavior influencing factors. Questionnaire survey to collect data. And then use structural equation modeling data were analyzed, the hypothesized relationships between the factors affecting organizational citizenship behavior analysis. Studies have shown that in the cultural context of our online community, virtual communities feel a significant impact on the formation of community participants citizenship behavior, cognitive trust and emotional trust, attachment motivation, social support, guidance and trust propensity through virtual communities feeling the indirect effects of organizational citizenship behavior, and factors of trust in virtual communities feel played an important intermediary role in the formation process, dependent motivation, social support, individual characteristics such as orientation and disposition to trust does not directly affect the virtual community feeling generated. Finally, the analysis of the results of the empirical research of the theoretical interpretation of the meaning, enhance organizational citizenship behavior, thus contributing to the recommendations of the community participants knowledge sharing behavior. Establish a clear common goals and mission of the community; establishment of a standardized community system and code of conduct, members of the community to improve the perception of influence; a variety of community activities, to extend the online activities of the members of the time; provide timely, accurate, objective, professional and authoritative community knowledge; establish an effective community sharing culture; form a good community communication mechanism; organization line interaction.

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CLC: > Social Sciences > Sociology > Social structure and social relations
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