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Effects of characteristics of in-store retail technology on customer citizenship behavior
- Authors
- Gong, Taeshik; Wang, Chen-Ya; Lee, Kangcheol
- Issue Date
- Mar-2022
- Publisher
- Pergamon Press Ltd.
- Keywords
- Perceived complexity; Perceived risk; Perceived advantage; Perceived compatibility; Customer exhaustion; Customer engagement; Customer citizenship behavior
- Citation
- Journal of Retailing and Consumer Services, v.65, pp 1 - 10
- Pages
- 10
- Indexed
- SSCI
SCOPUS
- Journal Title
- Journal of Retailing and Consumer Services
- Volume
- 65
- Start Page
- 1
- End Page
- 10
- ISSN
- 0969-6989
1873-1384
- 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.
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Related Researcher
- Gong, Taeshik
- COLLEGE OF BUSINESS AND ECONOMICS (DIVISION OF BUSINESS ADMINISTRATION)