| Virtual communities boom in recent years. More and more customers choose to exchange each other's experience in consumer virtual communities, which focus on products, services and consumer topics. The offline studies find that CCB (customer citizenship behavior) can help enterprises cut down cost and enhance efficiency. The study combing of consumer virtual community and CCB will have both theoretical and practical significance, but the existing research about this is rarely.It has been found that customer satisfaction and trust both have significant positive effect on CCB, so in this study we explore the relationship between virtual community satisfaction, community member trust and CCB, in the context of consumer virtual community. At the same time, we also explore the relationship between virtual community cohesiveness which is the key situational variable of virtual community, community participation motivation which is the important personal factor, and CCB.This study, with the members of consumer virtual community as an object of investigation, probes into the relationship between community satisfaction, member trust, virtual community cohesiveness and CCB, and research the moderating effect of virtual community cohesiveness and community participation motivation. We lead our research by empirical method. On the base of literature reviews, we recover enough samples, analysis data by SPSS 17.0 and LISREL 8.7 and get conclusions as follow:In the consumer virtual community, community satisfaction has significant positive effect on member trust and CCB; member trust has significant positive effect on CCB; virtual community cohesiveness has significant positive effect on CCB, and as the same time, the positive moderating role of virtual community cohesiveness, communication motivation and reinforcement motivation and the negation moderating role of instrumental motivation is found.The innovation of this study includes three aspects. First, we examine CCB in the consumer virtual community, and validate the universality of the Groth's scale in a more general domain. Second, this study shows that virtual community satisfaction, community member trust and virtual community cohesiveness are appropriate indicators in predicting CCB. Finally, we find the moderating role of virtual community cohesiveness and community participation motivation. According to the conclusions of this study, the enterprises will improve their competitiveness, through stimulating more CCBs by improving community service quality, setting up examination system and guiding public opinion appropriately, which can increase virtual community satisfaction and community member trust. |
