Social and Behavioral Sciences Commons^™

Developing A Measure Of Virtual Community Citizenship Behavior, Luman Yong, Daniel Sachau, Andrea L. Lassiter

Psychology Department Publications

This study examines the kinds of behaviors that constitute virtual community citizenship behaviors (VCCB) and tests three factors that may influence community members’ willingness to engage in VCCB. More specifically, the authors propose a multi-dimensional VCCB construct (altruism, civic virtue, consciousness, courtesy, and sportsmanship) and three antecedents of VCCB (affective commitment, structural embeddedness and membership tenure). Four dimensions including altruism, civic virtue, courtesy and loyalty emerged as a result of behavioral examples collection from SMEs using critical incident technique and a VCCB survey with 19 Likert type items reflecting the behavioral examples within each dimension was created. Data was collected …