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

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.