Author(s)

Chao Yu, Jin Zhu

Corresponding Author

Chao Yu

ABSTRACT

The purpose of this study is to explore the mechanism of online community members' self-presentation style on community citizenship behavior and the guiding role of online community theory research on operation management. The partial least squares method was used to examine hypothesis and multiple causal analysis of 383 questionnaires. Online community members with positive self-presentation and honest self-presentation style can get online community value perception, while community value can promote community commitment of members, and then promote them to pay more community citizenship behavior. Affective community commitment and normative community commitment can promote community citizenship behavior, while persistent community commitment does not promote community citizenship behavior.

KEYWORDS

Self-Presentation, Online Community, Perceived Value, Community Commitment, Community Citizenship Behavior