Antecedents and the Outcome of Customer Citizenship Behavior in Consumption Virtual Communities:A Theoretical Mode

摘要：

　　Prior studies have showed that there are different antecedents of two forms of OCB (i.e.OCBO and OCBI) that direct to different objects such as the organization as a whole, superiors and colleagues.in this paper, we classify CCB into CCBO and CCBI according to the multifoci approach in OCB.Based on this classification, we draw on social exchange theory and self-determination theory to investigate the different predictors of CCBO and CCBI and then construct a theoretical model in the context of consumption virtual communities.

关键词： Customer citizenship behaviors CCBO CCBI Consumption virtual communities

作者: Zhang Yu-hong Dong Da-hai Liu Sheng-nan

作者单位: Faculty of Management and Economics Dalian University of Technology Dalian,China School of Business Faculty of Management and Economics Dalian University of Technology Dalian,China Department of Business Administration Guangdong University of Finance Guangzhou,China

会议类型: 国际会议

会议名称: 2013 International Conference on Education Technology and Management Science(ICETMS2013)2013年教育技术与管理科学国际会议

会议地点: 南京

会议语种:英文

页码: 614-617

在线出版日期: 2013-06-08（万方平台首次上网日期，不代表论文的发表时间）