Developing a Measure of Virtual Community Citizenship Behavior

Abstract

This study examines the kinds of behaviors that constitute virtual community citizenship behaviors (VCCB) and tests three factors that may influence community members’ willingness to engage in VCCB. More specifically, the authors propose a multi-dimensional VCCB construct (altruism, civic virtue, consciousness, courtesy, and sportsmanship) and three antecedents of VCCB (affective commitment, structural embeddedness and membership tenure). Four dimensions including altruism, civic virtue, courtesy and loyalty emerged as a result of behavioral examples collection from SMEs using critical incident technique and a VCCB survey with 19 Likert type items reflecting the behavioral examples within each dimension was created. Data was collected from an online discussion forum (The Grad Cafe) to address the research questions of this study. Results indicate that affective commitment was a significant predictor of the virtual community citizenship behaviors. A research agenda for studying VCCB is presented.

https://doi.org/10.34105/j.kmel.2011.03.044