The Rearch In The Formation Of Virtual Community OCB And It’s Impaction

The last century since the ninety’s, the rapid development of information technology, in various social activities of human beings have brought profound change. Information technology has been immersed in traditionalsocial life, social structure could be expanded in the virtual space, and the emergence of new forms of organization. Virtual community is the new form of information technology organization.Research on the organization of virtual community is always an important issue in the study of sociology. Many scholars made a lot of achievements in the research in structure, personnel management, organization relationship, organizational participation mechanism, organizational learning and other aspects. Sociologists and management experts generally agree that the virtual community has become a revolution in design and operation of the organization, The practice and theory of post Ford organization theory, flexible organization, virtual community and other new social organizations are representative of the postmodern theory scholars thought.Through the review of literature and observation of phenomena, This study will focus on the organizational citizenship behavior in virtual community, in the game guild as a case study, Explore the organizational citizenship behavior in virtual community, and it’s characteristics, formation, influence and effect of mode, In this paper, the main research questions are as follows:First, the dimensions of organizational citizenship behavior characteristics of virtual community.This problem is the focus of study of organizational citizenshipbehavior theory. Whether there are differences in organizational citizenship behavior, organizational citizenship behavior of virtual community compared to theentity? Also are common in what areas? All of these problems have to be solved.Second, the internal mechanism of the formation of virtual community OCB. OCB have certain intrinsic factors such as the formation of organizational citizenship behavior, motivation, organization internal motivation, drive, job satisfaction and organizational commitment of the internal organizationof fairreturn. In the virtual community and whether these factors still influences the formation of OCB? In the study of the influence of virtual community on the basis of the formation of factors, this research will further put forward the internalformation mechanism model of virtual community citizenship behaviors.Third, Organizational citizenship behavior person forms in the virtual community on the work performance of its realistic tissue function and influence. Whether the organizational citizenship behavior in the virtual communitymembers are generated will be influenced in the real behavior in the organization and performance? The citizens of individual behavior in the virtual community is conducive to the reality in the organization performance? From the present situation of the research, related research is not enough, the study will be some exploratory research as on this issue.This sresearch made use of case studies, research based on grounded theory, qualitative research methods, application of qualitative analysis software Nvivo8.0 to build the theoretical framework. In the research, we use the application of SPSS17.0 and AMOS V18.0 statistical software, data for exploratory factor analysis, confirmatory factor analysis, correlation analysis, variance analysis, multiple regression analysis, and multiple hierarchical regression analysis. Through the above analysis, this study obtained the following conclusions:First, From the present situation of the research, related research is not enough,the study will be some exploratory research as on this issue.Second, This study confirmed that the intrinsic factors of virtual community(leadership style, attachment motivation, social media use) throughorganizational trust action of two kinds of virtual community members invirtual community OCB, confirmed the perspective of internal factors of virtual community and organizationaltrust theory of virtual community based on the formation mechanism of organizational citizenship behavior.Third, This study confirmed that citizenship behavior person in tissue formation in thevirtual community of organizational loyalty, organizational identification, altruism and the sense of responsibility are positive effect tothe membersin the realistic individualsin organizations workperformance(task performance,Interpersonal performance and job dedication), and found no evidence that sportsmanship formed personal virtu community organization citizenship behavior in reality with the members in the organization ofindividual job performance.