Effects of characteristics of in-store retail technology on customer citizenship behavior

被引：48
作者：
Gong, Taeshik [1 ]
Wang, Chen-Ya [2 ]
Lee, Kangcheol [1 ]
机构：
[1] Hanyang Univ ERICA, Coll Business & Econ, 55 Hanyangdaehak Ro, Ansan 15588, Gyeonggi Do, South Korea
[2] Natl Tsing Hua Univ, Coll Technol Management, Inst Serv Sci, 101,Sec 2,Kuang Fu Rd, Hsinchu 30013, Taiwan
来源：
JOURNAL OF RETAILING AND CONSUMER SERVICES | 2022年 / 65卷
关键词：
Perceived complexity; Perceived risk; Perceived advantage; Perceived compatibility; Customer exhaustion; Customer engagement; Customer citizenship behavior; SELF-SERVICE TECHNOLOGY; WORK ENGAGEMENT; MODERATING ROLE; INTEGRATED MODEL; VALUE CREATION; JOB DEMANDS; CONSUMER; ADOPTION; PERFORMANCE; INTERNET;
D O I：
10.1016/j.jretconser.2021.102488
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper investigates the effect of the characteristics of in-store retail technology on customer citizenship behavior (CCB) by adapting the job demands-resources theory, and explores how customer education moderates these relationships. Survey responses from 196 retail shoppers show that perceived complexity and perceived risk lead to customer exhaustion, resulting in decreasing CCB; while perceived advantage and perceived compatibility lead to customer engagement, resulting in increasing CCB. All these paths were found to be moderated by customer education. Managers could use the characteristics of in-store technology to increase CCB in their retail stores.
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页数：10
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