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.
Highlights
This paper studies the influence of social capital on customer citizenship behavior in the virtual community environment, and finds out three paths of action
The purpose of this article is to explore the impact of social capital on citizen behavior in a virtual community environment
Based on the existing research, this research focuses on the customer citizenship behavior of the consumer virtual community, and attempts to establish the relationship between social capital and customer citizenship behavior
Summary
The concept of virtual community was first proposed by American scholar Howard Rigel in 1994. His definition of virtual community is “Social collectives appearing on the Internet, people often discuss and exchange emotions on the same topic, forming a certain network of interpersonal relationships”.
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