Abstract
Virtual communities have been drastically emerging with the development of internet technology. However, although organizational citizenship behavior is regarded as a key factor of the sustainability of virtual communities, little is known about the antecedents of OCB in the context of virtual communities. Thus, this study investigates the relationships between user evaluations and user involvement. Also, this study examines the relationships between user involvement and organizational citizenship behavior. The findings indicate user values such as utilitarian, hedonic, and social value affect member’s virtual community involvement, and then virtual community involvement has an effect on members’ OCB in virtual communities.
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Ryoo, S.Y., Kwak, S.H. (2011). Exploring Organizational Citizenship Behavior in Virtual Communities. In: Nguyen, N.T., Trawiński, B., Jung, J.J. (eds) New Challenges for Intelligent Information and Database Systems. Studies in Computational Intelligence, vol 351. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-19953-0_29
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DOI: https://doi.org/10.1007/978-3-642-19953-0_29
Publisher Name: Springer, Berlin, Heidelberg
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