Research On Business Model Design Of Chinese Internet Enterprise Affecting Customer Citizenship Behaviorof Host Country Customers In "The Belt And Road"

With the proposal of “the Belt and Road”,more and more Chinese Internet enterprises choose to seize the opportunity of “the Belt and Road” in order to develop global strategy.In the context of “the Belt and Road”,customer citizenship behavior of host country customers can bring more value to Chinese Internet enterprises,for example,solving many problems such as legitimacy improvement,local innovation,which is vital to the operation of Chinese Internet enterprises.The business model design is the advantage of Chinese Internet enterprises,and it is also the interface between Chinese Internet enterprises and customers.It can influence customers by creating value for customers and promote the customer behavior expected by the enterprises.Therefore,it may become the key to acquiring customer citizenship behavior.However,the current relevant researches have failed to guide Chinese Internet enterprises to use the business model design to obtain the customer citizenship behavior in the context of “the Belt and Road”.Focused on the mechanism of Chinese Internet enterprises business model design influencing the customer citizenship behavior in the context of “the Belt and Road”,this paper mainly studies the following contents: in the context of “the Belt and Road”,the influence of efficiency-centered business model design and novelty-centered business model design of Chinese Internet enterprises on the customer citizenship behavior of host country customers;in the context of “the Belt and Road”,the mediating role of brand trust in the influence of efficiency-centered business model design and novelty-centered business model design of Chinese Internet enterprises on the citizenship behavior of host country customers;in the context of “the Belt and Road”,the moderating role of cultural distance and geographic location in the above process.In order to solve the above problems,this paper choose to use questionnaire survey.366 valid questionnaires are obtained from the survey of Chinese Internet enterprises’ customers,with which the hierarchical regression method is used for empirical analysis and hypothesis testing.The results show that business model design of Chinese Internet enterprises has a significant and positive influence on customer citizenship behavior of host country customers in the context of “the Belt and Road”,and brand trust moderate the relationship between business model design of Chinese Internet enterprises and customer citizenship behavior of host country customers.The results also show that cultural distance and geographic location can regulate the relationship between business model design of Chinese Internet enterprises and brand trust.Cultural distance negatively regulates the relationship between the efficiency-centered business model design of Chinese Internet enterprises and brand trust in the context of “the Belt and Road”,and positively regulates the relationship between the novelty-centered business model design of Chinese Internet enterprises and brand trust;Compared with the countries along the “ Silk Road Economic Belt”,the novelty-centered business model design of Chinese Internet enterprises in the countries along the “21st-Century Maritime Silk Road” has a stronger positive impact on brand trust,while the efficiencycentered business model design has a weaker positive impact on brand trust.