This study aims to examine what kinds of behaviors constitute virtual community citizenship behaviors (VCCB) and what factors influence community members' willingness to engage in VCCB. In this paper, I propose a theoretical framework consisting of the main antecedents of VCCB (affective commitment, structural embeddedness and membership tenure) and a multi-dimensional VCCB construct (altruism, civic virtue, consciousness, courtesy and loyalty). Additionally, I develop a measure for assessing VCCB. Data are collected from an online discussion forum (The Grad Cafe) to address the research questions of this study. Results indicate that only affective commitment is found to be significantly predictive of the virtual community citizenship behaviors. Finally, implications and recommendations for practitioners in terms of improving the effective functioning of virtual community through the lens of VCCB are described.


Daniel Sachau

First Committee Member

Andrea Lassiter

Second Committee Member

Leon Chen

Date of Degree




Document Type



Master of Arts (MA)




Social and Behavioral Sciences

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.