Fairness and devotion go far: Integrating online justice and value co-creation in virtual communities

En Yi Chou, Cheng Yu Lin, Heng Chiang Huang

Research output: Contribution to journalArticlepeer-review

66 Scopus citations

Abstract

Although building long-term, successful virtual communities is important, rare studies have examined both in- and extra-role value co-creation behaviors from the perspective of social exchange theory and equity theory. Specially, we incorporate five different online justice perceptions into our model and examine the mediating role of "sense of virtual community" between these perceived online justice antecedents and both in- and extra-role online value co-creation behavior (reflected by knowledge contribution and online community citizenship behaviors, respectively). We empirically examine the model using data from 278 members of virtual communities. The results reveal that perceived online justice leads to value co-creation behavior through sense of virtual community. The findings elicit several implications for theory and practice.

Original languageEnglish
Pages (from-to)60-72
Number of pages13
JournalInternational Journal of Information Management
Volume36
Issue number1
DOIs
StatePublished - 1 Feb 2016

Keywords

  • Knowledge contribution behavior
  • Online community citizenship behavior
  • Online value co-creation behavior
  • Perceived online justice
  • Sense of virtual community

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