Effects of Characteristics of In-Store Retail Technology on Customer Citizenship Behavior
- Title
- Effects of Characteristics of In-Store Retail Technology on Customer Citizenship Behavior
- Author
- 공태식
- Keywords
- Perceived complexity; Perceived risk; Perceived advantage; Perceived compatibility; Customer exhaustion; Customer engagement; Customer citizenship behavior
- Issue Date
- 2022-03
- Publisher
- ELSEVIER SCI LTD
- Citation
- JOURNAL OF RETAILING AND CONSUMER SERVICES, v. 65, Page. 1-10
- Abstract
- 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.
- URI
- https://www.sciencedirect.com/science/article/pii/S096969892https://repository.hanyang.ac.kr/handle/20.500.11754/170941
- ISSN
- 0969-6989
- DOI
- 10.1016/j.jretconser.2021.102488
- Appears in Collections:
- COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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