TITLE:
The Path and Mechanism of the Influence of Social Capital on Customer Citizenship Behavior in Virtual Community Environment
AUTHORS:
Hongyu Liu
KEYWORDS:
Virtual Community, Social Capital, Customer Citizenship Behavior
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.10 No.6,
June
10,
2020
ABSTRACT: This paper studies the influence of social capital on customer citizenship behavior in the virtual community environment, and finds out three paths of action. Based on social identity theory, social exchange theory, and social information processing theory, we respectively explain the action mechanism of the three paths, and finally put forward the corresponding management inspiration and strategy.