The Relationship between Network Embeddedness and Citizenship Behaviors in Online Brand Community:The Mediating Role of Psychological Ownership

Based on Social Exchange Theory,the article analyses the relationship between network embeddedness and citizenship behaviors of online brand community from the perspective of psychological ownership.Through 394 CUBE community samples we have found that network embeddedness(structural embeddedness and relational embeddedness)has a positive impact on psychological ownership;psychological ownership has a positive impact on citizenship behaviors in a brand community(favorable behaviors for brand community and favorable behaviors for community members);psychological ownership plays a mediating role between relational embeddedness and citizenship behaviors in online brand community,apartial mediating role between structural embeddedness and favorable behaviors for brand community,and a full mediating role between structural embeddedness and favorable behaviors for community members.