The moderating role of online community participation in the relationship between internal marketing and organizational citizenship behavior

Chi-Cheng Chang*, Kuo Hung Tseng, Che Wei Chen

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

9 引文 斯高帕斯(Scopus)

摘要

In this study we used hierarchical regression to examine the influence of internal marketing on organizational citizenship behavior (OCB) and how online community participation acted as a moderator on the relationship between internal marketing and OCB. We developed a questionnaire and distributed copies of this to 200 employees in a publicly owned power company in Taiwan. The results indicated that internal marketing had a positive effect on OCB and that online community participation acted as a moderator in the relationship between internal marketing and OCB.

原文英語
頁(從 - 到)1725-1738
頁數14
期刊Social Behavior and Personality
40
發行號10
DOIs
出版狀態已發佈 - 2012 十二月 10

ASJC Scopus subject areas

  • 社會心理學

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