Based on social exchange theory, this study proposes a research model to understand the influence of online social support on customer citizenship behaviors by an empirical study. The results show that: online social support includes the dimension of informational support and emotional support; customer citizenship behaviors include the dimensions of recommendations, providing feedback, and helping other customers; online social support positively influences customer citizenship behaviors through relationship quality. In addition, relationship quality fully mediates the relationship between informational support and recommendations, and emotional support and providing feedback; relationship quality partially mediates the relationship between informational support and providing feedback, informational support and helping other customers, emotional support and recommendations, and emotional support and helping other customers.
常亚平,陆志愿,朱东红. 在线社会支持对顾客公民行为的影响研究——基于品牌社区的实证分析[J]. J4, 2015, 12(10): 1536-.
CHANG Yaping,LU Zhiyuan,ZHU Donghong. The Influences of Online Social Support on Customer Citizenship Behaviors:An Empirical Study of Online Brand Communities. J4, 2015, 12(10): 1536-.