Study On The Relationship Among Customer To Customer Interaction,Sense Of Community And Customer Citizenship Behavior

Customer to customer interaction(CCI)is a universal interaction model of service interaction,which greatly affects customer behavior.At present,the academic community mainly studies the influence of CCI on the purchase intention,customer satisfaction and customer loyalty.The relationship between CCI and customer citizenship behavior(CCB)is relatively less studied,and mostly lacking in virtual scenes.CCB means customer is voluntary to do what is beneficial for an enterprise,which is equivalent to an "employee".CCB plays an important role on the sustainable development of enterprises.In reality,enterprises value customers' direct purchase behavior and are increasingly concerned about the hidden value CCB created for enterprises.With the development of mobile Internet,enterprises-oriented virtual brand communities boom,which provide new platforms for the CCI.In the context of the virtual brand community,this paper discusses whether the CCI will have a positive impact on the CCB.At the same time,sense of community(SOC)is introduced to enrich the formation mechanism of CCB.SOC means members of the community share interests,obtain attribution and dependent emotions,and members recognize they have some connection with other members.After the theoretical analysis,this paper constructs the model between CCI,SOC and CCB.Through the structural equation,we explore the impact of CCI on the CCB.This study draws the following conclusions after collecting 475 valid questionnaires in the context of the virtual brand community:(1)Interpersonal interaction has a positive impact on CCB;Information interaction only has a positive impact on customer assistance,but the impact on customer recommendation and customer feedback are not significant.The reason may be that information interaction is about the exchange of brand products among customers.It is a simple information exchange process,which will affect the customer to help others,rather than make additional recommendations and feedback.(2)CCI have a positive impact on SOC.(3)SOC has a positive impact on the CCB.(4)SOC plays a mediating role between interpersonal interaction and CCB,and also serves as an intermediary between information interaction and customer assistance.The theoretical contribution of this paper is to test the relationship between CCI and CCB in the background of virtual brand community.It confirms that SOC has a positive effect on CCB,which enriches the antecedent variables of CCB.This paper also verifies the mediating role of SOC between CCI and CCB.The practical significance of this article is that enterprises should pay attention to the construction and management of virtual brand community,understand the impact of CCI on CCB,and actively guide the CCI,especially interpersonal interaction,but also value the customer's SOC to promote the production of CCB.