THE MODERATING ROLE OF ONLINE COMMUNITY PARTICIPATION IN THE RELATIONSHIP BETWEEN INTERNAL MARKETING AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR

被引：10
|
作者：
Chang, Chi-Cheng [1 ]
Tseng, Kuo-Hung
Chen, Che-Wei [1 ]
机构：
[1] Natl Taiwan Normal Univ, Dept Technol Applicat & Human Resource Dev, Taipei 106, Taiwan
来源：
SOCIAL BEHAVIOR AND PERSONALITY | 2012年 / 40卷 / 10期
关键词：
internal marketing; organizational citizenship behavior; online community participation; KNOWLEDGE;
D O I：
10.2224/sbp.2012.40.10.1725
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
In this study we used hierarchical regression to examine the influence of internal marketing on organizational citizenship behavior (OCB) and how online community participation acted as a moderator on the relationship between internal marketing and OCB. We developed a questionnaire and distributed copies of this to 200 employees in a publicly owned power company in Taiwan. The results indicated that internal marketing had a positive effect on OCB and that online community participation acted as a moderator in the relationship between internal marketing and OCB.
引用
收藏
页码：1725 / 1738
页数：14
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