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

页码：1725 / 1738

页数：14

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