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User value co-creation behaviors are crucial for the sustainable development of Virtual Brand Communities. This research, grounded in social exchange theory, investigates the impact of community satisfaction and identification on customer value co-creation behaviors and further explores how the reciprocity norm moderates these relationships.

Our research data were collected from users across multiple brand communities, totaling 481 survey responses. Structural equation modeling was performed to test the research hypotheses.

These results provide in-depth insights into the nexus between user-community relationships and customer value co-creation behaviors. While community satisfaction and identification positively influence co-creation, their effects vary across different value co-creation behaviors. Notably, the reciprocity norm within the community dampens the relationship between community satisfaction and value co-creation behaviors.

Unlike previous studies focusing on customer value co-creation behaviors, our research emphasizes social exchange, unveiling the mechanisms behind customer value co-creation. Our findings not only enrich the body of knowledge on customer value co-creation but also deepen our understanding of online collective behavior and knowledge sharing, offering valuable insights for the development of virtual communities.

This study aims to answer how family-supportive supervisor behavior (FSSB) reduces work–family conflict (WFC), family–work conflict (FWC) and employee turnover intention. Based on the conservation of resources theory, this study examines the direct and indirect effects of emotional exhaustion between WFC/FWC and turnover intention. Moreover, this study explores FSSB moderated the role relationship between WFC/FWC and emotional exhaustion.

This study draws time-lagged data from two phases of a survey of health-care workers working in Chinese hospitals. In the first phase, data on WFC/FWC and turnover were collected from 407 workers. In second round, 387 employees express their feeling about emotional exhaustion and supportive supervisor behavior toward support family members. The data was collected from health-care workers, and a moderated mediation technique was tested using structural equation model-AMOS.

The findings of this study show that the positive relation between WFC/FWC and emotional exhaustion is high for employees with lower family-supportive supervisors than those with higher family-supportive supervisors. This finding provides further insight into the mechanism of how family and work conflicts impact turnover intention.

To the best of the authors’ knowledge, this is the first empirical study based on the conservation of resources theory, the relationship between WFC/FWC and turnover intention, considering the mediating role of emotional exhaustion and the moderating effects of FSSB. This paper proposes that FSSB can reduce WFCs, addressing a significant research gap in the literature.