品牌研究Issue(6)：4-12,9.
在线品牌社群公民行为的维度研究
The Dimensions of Citizenship Behavior in Online Brand Communities
摘要
Abstract
As in formal organizations,people in online brand communities will also exert or⁃ganizational citizenship behavior. However, due to the differences between them, the dimensions of the traditional organizational citizenship behavior can't be simply used in the research of on⁃line brand communities. Based on the existing studies about dimensions of organizational citizen⁃ship behavior, this paper extracts two perspectives:direct beneficiary and direct motivation. Fur⁃thermore, the paper proposes four dimensions of citizenship behavior in online brand communi⁃ties: community assistance, community participation, community loyalty, and community mainte⁃nance. All four dimensions have been tested by means of exploratory factor analysis and confirma⁃tory factor analysis with satisfactory reliability and validity. The research conclusions provide the dimension measurement tools for the related research in the future, and also provide guidance for the practice of brand community management.关键词
在线品牌社群/组织公民行为/维度研究/因子分析Key words
Online brand community/Organizational citizenship behavior/Dimensions/Factor analysis分类
管理科学引用本文复制引用
周志民,邓凡,吴子燕,王凛..在线品牌社群公民行为的维度研究[J].品牌研究,2016,(6):4-12,9.基金项目
国家自然科学基金面上项目“在线品牌社群社会网络影响前因及对品牌关系的作用机制研究嵌入理论的视角”（71272090）；教育部新世纪优秀人才支持计划项目“在线品牌社群中E-社会资本的形成及其对消费者品牌关系的影响研究” （）
