Study On The Influences Of Organizational Citizenship Behavior In Virtual Community

The participation activities, in particular knowledge-sharing activities in virtual community not only meet the users'needs of interaction and sharing in internet, it also can bring commercial value to community provider. However, people do not want to participate in virtual community and contribute to knowledge. That caused a lot of virtual communities to be extinction. Therefore, the research on knowledge sharing in virtual community is very important. Previously research is more about the application and effection of knowledge sharing in virtual community, there is few research on how to improve the level of participation activities, and create a knowledge-sharing activities mechanisms in virtual community. Research on the factors which can promote share knowledge has mainly focused on technology, environment, and (tangible and intangible)benefit, there is few empirical research on the relationship of human psychological characteristics and virtual community activities. To fill this gap, this paper introdued the Organizational Citizenship Behavior theory to virtual community, summed up members'personality traits from psychological point, and empirical researched on the influences of OCB in Virtual Community, in order to enhance the virtual community participation and knowledge-sharing activities level.We established our research hypothesis based on sense of virtual community, trust and personality traits in human relationship. Through a questionnaire survey to collect data. After dealing with the data, the influencing factors' hypothetic relationship is analyzed through the structural equation model.Our study results reveals that the effect of sense of virtual community has significant positive influence on participants'OCB forming in community with Chinese virtual community culture. Cognitive trust, affective trust, attachment motivation, social support orientation and disposition trust have indirect influences on the participants'OCB through sense of virtual community. Moreover, the factor of trust plays an important role for forming sense of virtual community. Attachment motivation, social support orientation and disposition trust have not direct influences on sense of virtual community.Finally, the study made the explanation on the theory, and provided some suggestrons and measures to improve OCB, then to facilitate participants knowledge sharing behavior in virtual community. For example, the community should to establish a clear community common goal and mission; establish canonical community system and codes of conduct, improve members'perceived influence; extend the online activities time for members by establishing a variety of community activities; provide timely, accurate, objective, professional and authoritative knowledge; establish an effective shareing culture in community; form a good communication mechanism; organize profuse offline interaction and so on.