On linking the perceived values of mobile shopping apps,customer well-being,and customer citizenship behavior: Moderating role of customer intimacy |
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| Institution: | 1. College of Business Administration, Saudi Electronic University, Riyadh. KSA. & Higher Institute of Management, University of Sousse, Tunisia;2. College of Business Administration, Saudi Electronic University, Riyadh. KSA & Higher Institute of Management, Tunis, Tunisia;1. School of Business, Korea University, Anam-dong 5-1, Seongbuk-ku, Seoul, 02841, South Korea;2. College of Business, Hawaii Pacific University, 900 Fort Street Mall, Suite PL 600, Honolulu, HI, 96813, USA;3. PMI CO., LTD., 2F Seolin Bldg., 16, Gangnam-daero 91-gil, Seocho-gu, Seoul, 06530, South Korea;1. UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia;2. Electronic Commerce School, Chongqing Business Vocational College, Chongqing, China;3. School of Economics and Business Administration, Chongqing University, Chongqing, China;4. Chongqing Key Laboratory of Logistics, Chongqing University, Chongqing, China;1. School of Journalism and Information Communication, Huazhong University of Science and Technology, 1037 Luoyu Road, Wuhan, 430074, China;2. Lundquist College of Business, University of Oregon, 1208 University of Oregon, Eugene, OR, 97403, United States;1. School of Management, Shandong University, Jinan, 250100, China;2. School of Business, Qingdao University of Technology, Tsingtao, 266071, China |
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| Abstract: | Marketing studies that seek to determine the drivers of Customer Citizenship Behavior (CCB) are still relatively rare, especially for its multi-faceted relationship with perceived values in the context of online transactions. This study seeks to bridge this research gap by exploring the relationship between the perceived values of mobile shopping applications (MSApps) and CCB through perceived well-being based upon the social exchange theory. This study also makes another original contribution by investigating the moderating role of customer intimacy. A quantitative approach was adopted by collecting data through a web survey and then applying structural equation modelling, as well as cluster and multigroup analyses to test the proposed hypotheses. Perceived values were found to influence consumer well-being, thus predicting CCB, with consumer intimacy playing a significant moderating role in this relationship. This study is one of a few seeking to verify the drivers of CCB for MSApps, and it is the first of its kind to investigate consumer intimacy as a moderating factor. The findings will prove useful to providers of MSApps and retailers. |
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| Keywords: | Customer citizenship behavior Customer intimacy Mobile shopping apps Perceived values Well-being |
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