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本文基于社会资本理论,构建了以虚拟社区感知为中介变量、社区参与动机为调节变量的虚拟社区社会资本对组织公民行为的影响模型,通过对虚拟社区人人网、QQ群、新浪微博中416名样本成员的问卷调查,采用层次回归分析和Bootstrap的方法对样本数据进行了模型检验。研究结果表明:虚拟社区社会资本的结构关系及认知维度对组织公民行为均有正向影响作用。虚拟社区感知对社会资本的结构、关系和认知维度和组织公民行为之间的关系中具有部分中介作用;工具性动机负向调节虚拟社区感知与组织公民行为之间的关系,社区强化动机正向调节虚拟社区感知与组织公民行为之间的关系,同时,工具性动机和社区强化动机通过虚拟社区感知对社会资本与组织公民行为之间的关系起被调节的中介作用,并且只有当社区强化动机较强或者接近均值时,此被调节的中介作用才得到验证。
Based on the theory of social capital, this paper constructs a model of social capital in virtual communities that takes virtual community perception as a mediating variable and community participation motivation as a control variable on the organizational citizenship behavior. Through the analysis of virtual community Renren, QQ group, Sina Weibo 416 sample members of the questionnaire, the use of hierarchical regression analysis and Bootstrap method of sample data was tested. The results show that the structural relationship and cognitive dimensions of social capital in virtual communities have a positive impact on organizational citizenship behavior. Virtual community perception plays a partial mediating role in the relationship between social capital’s structure, relationship, and cognitive dimensions and organizational citizenship behavior; instrumental motivation negatively regulates the relationship between virtual community perception and organizational citizenship behavior, and community empowerment is positive At the same time, instrumental motivation and community reinforcement motivation mediate the relationship between social capital and OCB through the perception of virtual community, and only when community strengthening This mediated role is validated when motivation is strong or near-average.