Effect Of Customer Citizenship Behavior On Customer Purchase Intention

The development and popularization of the Internet has brought a lot of changes to ourlifestyle and spending habits. One of the important changes is the emergence of onlineconsumer forums. More and more customers began to share their good consumer experiencethrough online consumer forums, recommended products and services to other consumers, andrecommend the company’s products and services to other customers, and help them to solve thedifficulties encountered in their purchase process. Above all behaviors are On-Line CustomerCitizenship Behavior of this study. At the same time, more and more consumers have begun tosearch for consumer recommendations on consumer forums before making a purchase decision.Can On-line Customer Recommendation cause Purchase Intention? This is the main problemsin this study.In our study, Firstly, we review the basic theories about the Customer Citizenship Behavior,Consumers Perceived Value, Trust and Purchase Intention. Secondly, based on these researchresults and related theories, we construct a theoretical research model. Finally, we use thequestionnaires to obtain the sample data, and verify the theoretical model.From the research, we found that Argument Strength、Confirmation with Prior Belief andRecommendation Evaluate have a positive impact on. Source Credibility and RecommendationConsistency have no significant effect on the Perceived trust. Functional value and Emotionalvalue have the significant influence on consumer purchase intention through Perceive trust.Perceived Trust have a positive impact on Purchase Intentions.Finally, according to the results of this paper, we provide some suggestions on marketingpractice for enterprises and the development of online consumer forums.