The Effects of Relation-based Activity on Virtual Community Toward Commitment and Community Citizenship behavior

가상공동체의 관계지향적 활동이 몰입 및 친 공동체 행동에 미치는 영향에 관한 연구

As the Internet establishes and reinforces connections between people, virtual community is becoming one of considerable business model. We believe that benefits of the virtual community go to both customer and vendor organizing virtual community. Despite the explosive growth of virtual communities on the Internet, empirical research has been focused to study the issues related to characteristics of virtual community The objective of this study is to enhance the understanding about virtual communities as an e-business model by Customer Relation Management and by empirically validating their effect on the performance of website. Through path analysis, we find support for relations behavior influence the online commitment. we also find that the online commitment enhance the organization citizenship behavior. Finally, we discuss several theoretical and practical Implications, and suggest limitations for research and future research issue.