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

• Chi-Cheng Chang

  National Taiwan Normal University

• Kuo-Hung Tseng

  Meiho University

• Che-Wei Chen

  National Taiwan Normal University

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.

1. Chi-Cheng Chang, National Taiwan Normal University
   Department of Technology Application and Human Resource Development
2. Kuo-Hung Tseng, Meiho University
   Graduate Institute of Business and Management
3. Che-Wei Chen, National Taiwan Normal University
   Department of Technology Application and Human Resource Development

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