Research On The Influence Of Customer Citizenship Behavior In International Social Networks

With the rapid development of the Internet,human society has gradually transitioned from a service economy to an experience economy.International social networks occupy an important position in people's daily life.People obtain the desired information through this platform,and virtually bring free word-of-mouth publicity of international social network platform enterprises through spontaneous customer citizenship behavior,to attract many potential customers,thus helping enterprises to obtain a lot of benefits.Faced with the rise of a variety of social software,international social networks want to gain their own unique advantages in the competition and occupy a place in the international market.Customer citizenship behavior plays an important role that cannot be ignored.However,customers are not born with the willingness of customer citizenship behavior.Many enterprises think that increasing advertisement and publicity can stimulate customer citizenship behavior,but often these shallow interactions between customers and enterprises have little effect.This paper selects international social network platform enterprises to carry out research,starting from the perspective of customers,discusses the process mechanism of customer interaction to stimulate customer citizenship behavior,and determines whether brand experience plays a corresponding intermediary role between them.Through sorting out and summarizing the relevant domestic and foreign literatures on customer interaction,brand experience and customer citizenship behavior,this paper makes it clear that customer interaction is the independent variable,brand experience is the intermediary variable,and customer citizenship behavior is the dependent variable.Furthermore,customer interaction is divided into two dimensions: customer-enterprise interaction and customer-customer interaction.The customer citizenship behavior is divided into three dimensions: customer helping behavior,feedback behavior and recommendation behavior.The research framework of customer interaction to brand experience and customer citizenship behavior is established.The research model is constructed and the corresponding theoretical assumptions are put forward.Through empirical research,SPSS22.0 statistical analysis software and AMOS23.0 software are used to verify the process mechanism that customer interaction can eventually trigger customer citizenship behavior through brand experience.The specific conclusions are as follows:(1)The interaction between customers and enterprises has no significant direct positive impact on customer citizenship behavior,while the interaction between customers and customers has significant direct positive impact on customer citizenship behavior;(2)the interaction between enterprises and customers has a significant positive impact on brand experience(3)brand experience has a significant positive impact on the three dimensions of customer citizenship behavior;(4)Brand experience acts as a complete intermediary between the interaction between enterprises and customer citizenship behavior,and a partial intermediary between the interaction between customers and customer citizenship behavior.Finally,based on the results of empirical research,it is found that customer-customer interaction can directly affect customer citizenship behavior and this affect can be strengthened through brand experience.Therefore,it is suggested that international social network platform enterprises should pay more attention to customer-customer interaction and find appropriate roles in the interaction between customers so as to actively guide customer interaction behavior;the study confirmed the intermediary role of brand experience,and suggested that enterprises should strengthen the building of a good brand experience so that interaction can better induce customer citizenship behavior.