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

• Published in: Journal of retailing and consumer services Vol. 65; p. 102488
• Main Authors: Gong, Taeshik, Wang, Chen-Ya, Lee, Kangcheol
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.03.2022
• Subjects: Customer citizenship behavior; Customer engagement; Customer exhaustion; Perceived advantage; Perceived compatibility; Perceived complexity; Perceived risk; Customer citizenship behavior; Perceived risk; Perceived compatibility; Perceived complexity; Customer exhaustion; Perceived advantage; Customer engagement

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 perceive...