Research on Effect of Mobile Virtual Community Governance on Organizational Citizenship Behavior under the Perspective of Relationship Quality——Taking Knowledge-based Mobile Virtual Community as an Example

Abstract

Abstract:

This paper aims at exploring the influence mechanism of mobile virtual community governance on organizational citizenship be-havior from the perspective of relationship quality. Based on the existing researches and combined with particularity of mobile virtual com-munity, this paper gives the definition and component factors. This paper proposes a theoretical model which posits relationship quality between members and community platform and the relationship quality between members as mediating variables in linking mobile virtual community governance and organizational citizenship behavior. Structural equation model and Bootstrap method are used to test the model. Through the survey of knowledge-based mobile virtual community, results show that community building and members embedding both have positively influence on the relationship quality between members and community platform and relationship quality between members. Community monitoring and information protecting only have positive influence on relationship quality between members. Both of relation-ship quality between members and community platform and the relationship quality between members has positive influence on organiza-tional citizenship behavior while the relationship quality between members has greater influence. Mobile virtual community governance will positively influence organizational citizenship behavior with mediating effect of the relationship quality between members and the rela-tionship quality between members and community platform.

Key words: mobile virtual community governance, organizational citizenship behavior, relationship quality

Chi Ming, Bi Xinhua, Li Jinqiu, Li Chuanyun. Research on Effect of Mobile Virtual Community Governance on Organizational Citizenship Behavior under the Perspective of Relationship Quality——Taking Knowledge-based Mobile Virtual Community as an Example[J]. , 2020, 32(1): 176-186.

References

[1] CNNIC.第39次中国互联网络发展状况统计报告[R].中国互联网络信息中心, 2017
[2] 何丹丹,郭东强.基于社会认知理论的移动社区个体知识贡献影响因素研究——以个人结果期望为中介[J].情报理论与实践, 2016,39(9):82-89
[3] 张改红.移动虚拟社区用户参与意向影响因素研究[D].西南交通大学硕士学位论文, 2014
[4] 常亚平,陆志愿,朱东红.在线社会支持对顾客公民行为的影响研究——基于品牌社区的实证分析[J].管理学报, 2015, 12(10):1536-1543
[5] 许博,邵兵家,姜洪涛.虚拟社区组织公民行为影响因素的实证研究[J].现代图书情报技术, 2011,205(5):55-61
[6] 徐光,张雪,李志刚,等.基于虚拟社区感知与社区参与动机影响的社会资本与组织公民行为关系研究[J].管理评论, 2016,28(7):213-225
[7] 刘家国,周媛媛,石倩文.组织公民行为负效应研究——整合广义交换、印象管理和进化心理学的分析[J].管理评论, 2017,29(4):163-180
[8] 徐晓林,陈强,曾润喜.中国虚拟社会治理研究中需要关注的几个问题[J].中国行政管理, 2013,341(11):7-11
[9] 张荣,曾凡斌.论虚拟社区的"治理"[J].江淮论坛, 2007,221(1):111-115
[10] 冉连.虚拟社会治理创新:内涵、挑战与实现路径[J].情报杂志, 2017,36(2):48-52
[11] Chou E. Y., Lin C. Y., Huang H. C. Fairness and Devotion Go Far:Integrating Online Justice and Value Co-creation in Virtual Communities[J]. International Journal of Information Management, 2016,36(1):60-72
[12] Grewal R., Chakravarty A., Saini A. Governance Mechanisms in Business-to-Business Electronic Markets[J]. Journal of Market-ing, 2010,74(4):45-62
[13] 李浩,胡海青.孵化网络治理机制对网络绩效的影响:环境动态性的调节作用[J].管理评论, 2016,28(6):100-112
[14] 陈昊,李文立,柯育龙.社交媒体持续使用研究:以情感响应为中介[J].管理评论, 2016,28(9):61-71
[15] 韩炜,杨婉毓.创业网络治理机制、网络结构与新企业绩效的作用关系研究[J].管理评论, 2015,27(12):65-79
[16] 向阳,曹勇.企业创新网络知识治理与知识转移:基于战略性新兴产业的实证研究[J].管理评论, 2015,27(9):48-58
[17] 刘征驰,田小芳,石庆书.网络虚拟社区知识分享治理机制[J].管理学报, 2015,12(9):1394-1401
[18] 张晓娟,周学春.社区治理策略、用户就绪和知识贡献研究:以百度百科虚拟社区为例[J].管理评论, 2016,28(9):72-82
[19] Heide J. B., Wathne K. H., Rokkan A. I. Interfirm Monitoring, Social Contracts, and Relationship Outcomes[J]. Journal of Marketing Research, 2007,44(3):425-433
[20] Porter C., Donthu N. Cultivating Trust and Harvesting Value in Virtual Communities[J]. Management Science, 2008,54(1):113-128
[21] Organ D. W. Organizational Citizenship Behavior:The Good Soldier Syndrome[M]. Lexington, MA:Lexington Books, 1988
[22] Podsakoff P. M., MacKenzie S. B., Paine J. B., et al. Organizational Citizenship Behaviors:A Critical Review of the Theoretical and Empirical Literature and Suggestions for Future Research[J]. Journal of Management, 2000,26(3):513-563
[23] Smith C., Organ D. W., Near J. P. Organizational Citizenship Behavior:Its Nature and Antecedents[J]. Journal of Applied Psy-chology, 1983,68(4):653-663
[24] Graham J. W. An Essay on Organizational Citizenship Behavior[J]. Employee Responsibilities and Rights Journal, 1991,4(4):249-270
[25] Williams L. J., Anderson S. E. Job Satisfaction and Organizational Commitment as Predictors of Organizational Citizenship and In-role Behaviors[J]. Journal of Management, 1991,17(3):601-617
[26] Coleman V. I., Borman W. C. Investigating the Underlying Structure of the Citizenship Performance Domain[J]. Human Resource Management Review, 2000,10(1):25-44
[27] 张玉红,董大海,刘晟楠.虚拟社区顾客公民行为的界定与量表研究[J].大连理工大学学报(社会科学版), 2013,34(3):30-35
[28] Hsieh P. L., Wei S. L. Relationship Formation within Online Brand Communities:Bridging the Virtual and the Real[J]. Asia Pacific Management Review, 2017,22(1):2-9
[29] 沙颖,陈圻,郝亚.关系质量、关系行为与物流外包绩效——基于中国制造企业的实证研究[J].管理评论, 2015,27(3):185-196
[30] Crosby L., Evans K., Cowles D. Relationship Quality in Services Selling:An Interpersonal Influence Perspective[J]. Journal of Marketing, 1990,54(3):68-81
[31] Dwyer F., Schurr P., Oh S. Developing Buyer-Seller Relationships[J]. Journal of Marketing, 1987,51(2):11-27
[32] Morgan R. M., Hunt S. D. The Commitment-trust Theory of Relationship Marketing[J]. Journal of Marketing, 1994,58(6):20-38
[33] Goo J., Nam K. The Role of Service Level Agreements in Relational Management of Information Technology Outsourcing:An Em-pirical Study[J]. Mis Quarterly, 2009,33(1):119-145
[34] Lyu J. W. The Role of Sense of Community in Online Brand Social Networking Sites[D]. Tennessee State University Doctoral Dis-sertation, 2012
[35] Tsai M., Cheng N., Chen K. Understanding Online Group Buying Intention the Roles of Sense of Virtual Community and Technol-ogy Acceptance Factors[J]. Total Quality Management, 2011,22(10):1091-1104
[36] Fang Y. H., Chiu C. M. In Justice We Trust:Exploring Knowledge-sharing Continuance Intentions in Virtual Communities of Practice[J]. Computers in Human Behavior, 2010,26(2):235-246
[37] Blanchard A. L., Wlbourne J. L., Boughton M. D. A Model of Online Trust:The Mediating Role of Norms and Sense of Virtual Community[J]. Information, Communication and Society, 2011,14(1):76-106
[38] Gharib R. K., Philpott E., Duan Y. Factors Affecting Active Participation in B2B Online Communities:An Empirical Investiga-tion[J]. Information&Management, 2017,54(4):516-530
[39] 刘海鑫,刘人境,王廷璇.共创价值模式下消费者知识贡献影响因素研究——社区认同的形成及作用[J].科学学与科学技术管理, 2015,36(7):107-115
[40] 李睿,张锐剑,李文立,等.移动互联网环境下的隐私泄露容忍度测度方法[J].管理评论, 2016,28(7):102-111
[41] 王建军,陈思羽.创新、组织学习能力与IT外包绩效关系研究:关系质量的中介作用[J].管理工程学报, 2016,30(2):28-37
[42] 赵延昇,於学松.员工正念与人际公民行为的关系研究——同事信任的中介作用及工作关联性的调节作用[J].北京航空航天大学学报(社会科学版), 2016,29(2):83-90
[43] Garma R., Bove L. L. Contributing to Well-being:Customer Citizenship Behaviors Directed to Service Personnel[J]. Journal of Strategic Marketing, 2011,19(7):633-649
[44] Luo N., Zhang M. L., Liu W. H. The Effects of Value Co-creation Practices on Building Harmonious Brand Community and Achieving Brand Loyalty on Social Media in China[J]. Computers in Human Behavior, 2015,48(7):492-499
[45] Luo N., Zhang M. L., Hu M., et al. How Community Interactions Contribute to Harmonious Community Relationships and Customers' Identification in Online Brand Community[J]. International Journal of Information Management, 2016,36(5):673-685
[46] Liu C., Marchewka J. T., Ku C. American and Taiwanese Perceptions Concerning Privacy, Trust and Behavioral Intentions in Electronic Commerce[J]. Journal of Global Information Management, 2004,12(1):18-40
[47] Jap S. D. Pie-Expansion Efforts:Collaboration Processes in Buyer-Supplier Relationships[J]. Journal of Marketing Research, 1999,36(4):461-475
[48] 孙乃娟,郭国庆.顾客承诺、自我提升与顾客公民行为:社会交换理论视角下的驱动机制与调节作用[J].管理评论, 2016,28(12):187-197
[49] 陈颖媛,邹智敏,潘俊豪.资质过剩感影响组织公民行为的情绪路径[J].心理学报, 2017,49(1):72-82
[50] Fornell C., Larcker D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J]. Journal of Marketing Research, 1981,18(1):39-50
[51] Hayes A. F. Introduction to Mediation, Moderation, and Conditional Process Analysis:A Regression-based Approach[M]. New York:Guilford Press, 2013
[52] 陈瑞,郑毓煌,刘文静.中介效应分析:原理,程序,Bootstrap方法及其应用[J].营销科学学报, 2013,9(4):120-135