A Study on Social Capital and Organizational Citizenship Behavior Research: The Impact of Virtual Community Sense and Community Participation

Abstract

Abstract:

This study examines the relationships between the three dimensions of social capital (structural, relational, and cognitive) and organizational citizenship behavior, in a model which posits virtual community sense as a mediator in linking social capital with organizational citizenship behavior and community participation motivation as a moderator in influencing the mediation. The model is tested with data from 416 online community members in China. Results show that virtual community sense mediates the relationships between structural, relational and cognitive social capital and organizational citizenship behavior. The study further reveals that instrumental motivation and community strengthening motivation moderate the relationship between structural, relational and cognitive social capital and organizational citizenship behavior via virtual community sense; however, the moderation of social interaction motivation on the relationship between structural, relational and cognitive social capital and organizational citizenship behavior via virtual community sense is not significant.

Key words: social capital, virtual community, organizational citizenship behavior, virtual community sense, community participation motivation

Xu Guang, Zhang Xue, Li Zhigang, Tian Yezhuang. A Study on Social Capital and Organizational Citizenship Behavior Research: The Impact of Virtual Community Sense and Community Participation[J]. , 2016, 28(7): 213-225.

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