Exploring Determinants of Citizenship Behavior on Virtual Communities of Consumption: the Perspective of Social Exchange Theory

Citizenship behavior within a virtual community has been recognized as an essential component for a community’s sustainable success. However, studies have not fully understood and given only limited attention to the factors that foster members’ prosocial behavior. The major objective of this study is the empirical investigation of the critical antecedents of citizenship behavior in virtual communities of consumption from the perspective of social exchange theory. Data were collected using a web-based survey from a well-known Taiwanese virtual community, Fashion Guide. The online survey yielded a total of 327 completed and valid questionnaires. To probe more deeply into whether citizenship behavior of a virtual community of consumption is influenced by product trial, two subsamples from product trial and non product trial members are compared. The study finds that social exchange theory helps foster citizenship behavior of the virtual community. In addition, analysis suggests that the influence strength of antecedents on citizenship behavior varies among Fashion Guide’s member types. The product trial members perceive a higher service quality and better social climate than the non product trial members, whereas the non product trial members perceive better information quality than the trial members. Implications for practitioners and researchers are also addressed in this study, and suggestions made for future research..