Exploring Customer Citizenship Behavior in Social Commerce From the Parasocial Perspective

• Published in: Social science computer review Vol. 42; no. 3; pp. 681 - 699
• Main Authors: Men, Jinqi, Zheng, Xiabing, Shan, Feifei, Shi, Xiao, Yang, Feng
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.06.2024; SAGE PUBLICATIONS, INC
• Subjects: Citizenship; Commerce; Comparative analysis; Complexity theory; Consumers; Customers; Fuzzy sets; Human behavior; Qualitative analysis; Social exchange theory; Social factors; Social interaction; Structural equation modeling; Trade; complexity theory; social exchange theory; fuzzy-set Qualitative Comparative Analysis; seller-consumer interaction relationship; customer citizenship behavior

Attention on customer citizenship behavior (CCB) has increased markedly in recent years for both researchers and practitioners. However, existing research lacks deep understanding of the antecedents of CCB in social commerce, especially from the perspective of seller-consumer interaction relationshi...