Examining the Impact of Online Friendship Desire on Citizenship Behavior

In line with network technology development and smart device penetration, the social network service (SNS) has expanded its influence. The SNS which is a service based on communication and sharing among people, has grown based on users’ voluntary engagement and participation and its influence has appeared beyond the cyberspace into the overall areas of domestic and foreign culture and society. In particular, SNS-based real-time communication during diverse disasters, can help prevent further damage. By sharing information on social donation activities and environmental campaigns, people have used SNS as a tool to change the society in a more positive way. Such series of activities functioning as a power to change the society have been made much faster and wider through the help of a new media called SNS. To better understand such trends, we are required to study about t he SNS and its user relationships first. In this context, this study sought to identify the effects of people’s desire to build friendships through SNS on the voluntary and society-friendly activities of people. This study considers online pro-social behavior and proposes online citizenship behavior. Citizenship behavior has been examined in organization context. That is, organizational citizenship behavior explains an employee’s pro-social behavior in an organization context. Organizational citizenship behavior is characterized by the individual’s helping others and promoting the functioning of the organization. By applying organizational citizenship behavior to an online context, we propose online citizenship behavior, an individual’s pro-social behavior in an online context. An individual’s pro-social behavior, i.e., online citizenship behavior, could be considere d as a way for the better management of online community and society. It also needs to examine the development of online citizenship behavior. This study examined online citizenship behavior from the friendship desire. Because online society or community is characterized by online relationships between members, the friendship between members would lead to pro-social behavior, i.e., helping others and promoting the functioning of the online society, in such online * This work was supported by the National Research Foundation of Korea Grant funded by the Korean

[1]  Tsai-Hsin Chu,et al.  Exploring knowledge contribution from an OCB perspective , 2007, Inf. Manag..

[2]  Keng Siau,et al.  Mobile Commerce: Promises, Challenges and Research Agenda , 2001, J. Database Manag..

[3]  D. Organ,et al.  Selected Organizational Outcome Correlates of Spirituality in the Workplace , 2006, Psychological reports.

[4]  A. Sengupta,et al.  Are Social Networking Sites a Source of Online Harassment for Teens? Evidence from Survey Data , 2008 .

[5]  Dong-Hee Shin,et al.  Applying the Technology Acceptance Model and Flow Theory to Cyworld User Behavior: Implication of the Web2.0 User Acceptance , 2008, Cyberpsychology Behav. Soc. Netw..

[6]  Gu Yiran,et al.  Rumor Spreading in the Online Social Network: A Case of a Renren Account , 2012, 2012 Third International Conference on Digital Manufacturing & Automation.

[7]  Esma Aïmeur,et al.  Privacy protection issues in social networking sites , 2009, 2009 IEEE/ACS International Conference on Computer Systems and Applications.

[8]  Sally J. McMillan.  Exploring Models of Interactivity from Multiple Research Traditions: Users, Documents, and Systems , 2002 .

[9]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[10]  Thomas M. Chen,et al.  Malicious and Spam Posts in Online Social Networks , 2011, Computer.

[11]  R. Nisbett,et al.  Undermining children's intrinsic interest with extrinsic reward: A test of the "overjustification" hypothesis. , 1973 .

[12]  R. Zajonc.  Attitudinal effects of mere exposure. , 1968 .

[13]  Atreyi Kankanhalli,et al.  What Motivates People to Purchase Digital Items on Virtual Community Websites? The Desire for Online Self-Presentation , 2012, Inf. Syst. Res..

[14]  Gary Garrison,et al.  Investigating mobile wireless technology adoption: An extension of the technology acceptance model , 2009, Inf. Syst. Frontiers.

[15]  Andy Keenan,et al.  Sociability and social interaction on social networking websites , 2009 .

[16]  Yaobin Lu,et al.  Enhancing perceived interactivity through network externalities: An empirical study on micro-blogging service satisfaction and continuance intention , 2012, Decis. Support Syst..

[17]  B. Schneider,et al.  Shaping Service Cultures Through Strategic Human Resource Management , 2000 .

[18]  Xi Chen,et al.  A Literature Review of Privacy Research on Social Network Sites , 2009, 2009 International Conference on Multimedia Information Networking and Security.

[19]  M. Sarvary,et al.  Network Effects and Personal Influences: The Diffusion of an Online Social Network , 2011 .

[20]  Notice for ‘Cyberbullying in schools: A research of gender differences’ , 2014 .

[21]  Donna L. Hoffman,et al.  Measuring the Customer Experience in Online Environments: A Structural Modeling Approach , 2000 .

[22]  Gavriel Salvendy,et al.  Measuring perceived interactivity of mobile advertisements , 2010, Behav. Inf. Technol..

[23]  I. Pool.  What Ferment?: A Challenge for Empirical Research , 1983 .

[24]  Jang-Sun Hwang,et al.  Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity , 2002 .

[25]  Gi Mun Kim,et al.  Understanding dynamics between initial trust and usage intentions of mobile banking , 2009, Inf. Syst. J..

[26]  Yong Gu Ji,et al.  A Study on Social Network Service and Online Social Capital : Focusing on a Korean and Chinese Case , 2010 .

[27]  A. Maslow.  A Theory of Human Motivation , 1943 .

[28]  Mel Slater,et al.  Presence in Shared Virtual Environments and Virtual Togetherness , 2000, Presence: Teleoperators & Virtual Environments.

[29]  Wynne W. Chin.  The partial least squares approach for structural equation modeling. , 1998 .

[30]  Charlotte H. Mason,et al.  Collinearity, power, and interpretation of multiple regression analysis. , 1991 .

[31]  Koo， Chul Mo,et al.  Knowledge Contribution through online Relationship in Social Network Site: Personal Relationship Theory Perspective , 2011 .

[32]  Kar Yan Tam,et al.  Understanding the behavior of mobile data services consumers , 2008, Inf. Syst. Frontiers.

[33]  Marko M. Skoric,et al.  Facebook bullying: An extension of battles in school , 2013, Comput. Hum. Behav..

[34]  Katelyn Y. A. McKenna,et al.  Relationship formation on the Internet: What's the big attraction? , 2002 .

[35]  Detmar W. Straub,et al.  Structural Equation Modeling and Regression: Guidelines for Research Practice , 2000, Commun. Assoc. Inf. Syst..

[36]  Ohbyung Kwon,et al.  An empirical study of the factors affecting social network service use , 2010, Comput. Hum. Behav..

[37]  김명수,et al.  The Study of Impact of Characteristics and Interaction of SNS Service on Trust and Commitment , 2012 .

[38]  Detmar W. Straub,et al.  A Practical Guide To Factorial Validity Using PLS-Graph: Tutorial And Annotated Example , 2005, Commun. Assoc. Inf. Syst..

[39]  Elizabeth Wolfe Morrison,et al.  Organizational citizenship behavior as a critical link between HRM practices and service quality , 1996 .

[40]  Matthew Lombard,et al.  Interactive Advertising and Presence , 2001 .

[41]  Chorng-Shyong Ong,et al.  An integrated evaluation model of user satisfaction with social media services , 2010, 2010 IEEE International Conference on Information Reuse & Integration.

[42]  Louisa Ha,et al.  Interactivity reexamined: A baseline analysis of early business web sites , 1998 .

[43]  Markus Groth.  Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries , 2005 .

[44]  P. Christopher Earley,et al.  Impetus for action: A cultural analysis of justice and , 1997 .

[45]  Yuping Liu,et al.  Developing a scale to measure the interactivity of websites , 2003, Journal of Advertising Research.

[46]  Elizabeth F. Churchill,et al.  Sharing multimedia content with interactive public displays: a case study , 2004, DIS '04.

[47]  Hans van der Heijden,et al.  User Acceptance of Hedonic Information Systems , 2004, MIS Q..

[48]  Andrew B. Whinston,et al.  Wireless commerce: marketing issues and possibilities , 2001, Proceedings of the 34th Annual Hawaii International Conference on System Sciences.

[49]  Robert D. Pritchard,et al.  Managing Motivation: A Manager's Guide to Diagnosing and Improving Motivation , 2008 .

[50]  S. J. Motowidlo,et al.  Prosocial Organizational Behaviors , 1986 .

[51]  Hsi-Peng Lu,et al.  Why people use social networking sites: An empirical study integrating network externalities and motivation theory , 2011, Comput. Hum. Behav..