| The viewpoint that customers are ?partial? employees of firm is becoming been recognized by people gradually. The rapid development of the Internet further highlights the customers' important role in the process of enterprise's production and operation, meanwhile companies are also increasingly attach importance to the research and management of customer behaviors. Customer citizenship behaviors(CCB) are helpful to improve firm performance, and the study of influencing factors of CCB has become one research area of today's academia.This thesis systematically reviews relevant literature of virtual brand community, social support, relationship quality, CCB and social exchange theory, and discusses the relationship among online social support, relationship quality and CCB. Drawing upon the social exchange theory, this thesis proposes a model of the influences of online social support on CCB, and carries out an empirical study of online brand communities. The results show that: online social support can be expressed as two dimensions of informational support and emotional support; customer citizenship behaviors can be expressed as three dimensions of recommendations, providing feedback and helping other customers; online social support can positively influence customer citizenship behaviors through relationship quality. To be specific, relationship quality wholly mediates the relationship of informational support and recommendations, and the relationship of emotional support and providing feedback, and partially mediates the relationship of informational support and providing feedback and helping other customers, the relationship of emotional support and recommendations and helping other customers.In the end, this thesis discusses the theoretical contribution and management implications of this study according to the research results, looking forward to further enrich CCB theory and provide theoretical support for enterprise management practice. |
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