The Influence Of Psychological Ownership On Customer Citizenship Behavior

With the rapid development of Internet technology,the sharing economy emerges at the historic moment.The value brought by network information sharing to enterprises has become more and more prominent.Through online sharing,recommendation,amway and other civic behaviors,customers are more and more participating in the market.The managers of enterprises are fully aware of the importance of civic behaviors generated by customers to the future development of enterprises.Therefore,the behavior of customer citizenship has increasingly become the focus of enterprise management and scholars.Psychological ownership,as a psychological state,represents an individual’s sense of ownership of an enterprise or a product.Although there have been studies showing that psychological ownership has an impact on customer behavior,they all focus on customer loyalty and purchase intention,and there are not many studies on customer citizenship behavior.This paper discusses the mechanism of promoting psychosexual ownership and defensive ownership on customer citizenship behavior from positive and negative perspectives.In addition,psychological ownership has certain external dependence.Therefore,this paper introduces perceived support and social anxiety as moderating variables to explore the impact of psychological ownership on customer citizenship behavior.Based on the theory of social exchange and the theory of social cognition,this paper systematically sorted out relevant researches on psychological ownership,customer citizenship behavior,perceived support and social anxiety,and constructed the theoretical model of this paper.Through the combination of electronic questionnaire and paper questionnaire,332 valid questionnaires were obtained.SPSS25.0 software was used to analyze the data.The research showed that psychological ownership has a correlation with customer citizenship behavior.Among them,promoting psychological ownership positively affects customer citizenship behavior,while defensive psychological ownership negatively affects customer citizenship behavior;Compared with the low level of perceived support,the high level of perceived support can enhance the positive influence of promoting psychosexual ownership on customer citizenship behavior.Compared with low levels of social anxiety,high levels of social anxiety can enhance the negative impact of defensive psychological ownership on customer citizenship behavior.Therefore,according to the research conclusion,this paper puts forward the following Suggestions: to strengthen the positive role of customer citizenship behavior by encouraging the development of sharing economy;Enhance the degree of customer participation,enhance the generation of sexual psychological ownership,reduce the generation of defensive psychological ownership;Establish online communication channels to improve customer support perception and reduce customer anxiety.