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

DOI

10.2991/icetms.2013.309How to use a DOI?

Keywords

Customer citizenship behaviors; CCBO; CCBI; Consumption virtual communities

Abstract

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.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yu-hong Zhang
AU  - Da-hai Dong
AU  - Sheng-nan Liu
PY  - 2013/06
DA  - 2013/06
TI  - Antecedents and the Outcome of Customer Citizenship Behavior in Consumption Virtual Communities: A Theoretical Model
BT  - Proceedings of the 2013 Conference on Education Technology and Management Science (ICETMS 2013)
PB  - Atlantis Press
SP  - 1143
EP  - 1146
SN  - 1951-6851
UR  - https://doi.org/10.2991/icetms.2013.309
DO  - 10.2991/icetms.2013.309
ID  - Zhang2013/06
ER  -