Investigation of online community voluntary behavior using cognitive map

摘要

It is difficult even for experts in organizational behavior to cognitively predict the causal effect of one factor on the others. A cognitive map is used to describe the inference process for the investigation of online community voluntary behavior. The investigation of online community voluntary behavior demands consideration of the complex causal effect from support for member communication, perceived community value, recognition for contribution, freedom of expression, and interactive communication, to community commitment, loyalty, and social participation. A standardized causal coefficient estimated in structural equation models (SEMs) is used to create a cognitive map illustrating the effect of the status of one component on the status of another component. The cognitive map provides preliminary insights into the direction of online community voluntary behavior toward maximizing community commitment, loyalty, and social participation.