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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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