Fairness and devotion go far: Integrating online justice and value co-creation in virtual communities |
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| Institution: | 1. Departamento de Administración de Empresas y Marketing, Universidad de Sevilla, Av. Ramón y Cajal 1, 41018, Sevilla, Spain;2. Universidad Pablo de Olavide, Crta. de Utrera Km. 1, 41013, Sevilla, Spain;1. Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, United Kingdom;2. College of Information Technology, Universiti Tenaga Nasional (UNITEN), Malaysia;3. David Goldman Prof of Innovation & Enterprise, Newcastle University, United Kingdom;4. Marketing and Entrepreneurship, St. Edward''s University, United States;5. Department of Business Management, State University of New York Polytechnic Institute, United States |
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| Abstract: | Although building long-term, successful virtual communities is important, rare studies have examined both in- and extra-role value co-creation behaviors from the perspective of social exchange theory and equity theory. Specially, we incorporate five different online justice perceptions into our model and examine the mediating role of “sense of virtual community” between these perceived online justice antecedents and both in- and extra-role online value co-creation behavior (reflected by knowledge contribution and online community citizenship behaviors, respectively). We empirically examine the model using data from 278 members of virtual communities. The results reveal that perceived online justice leads to value co-creation behavior through sense of virtual community. The findings elicit several implications for theory and practice. |
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| Keywords: | Perceived online justice Sense of virtual community Online value co-creation behavior Knowledge contribution behavior Online community citizenship behavior |
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