Relationships among para-social interaction, perceived benefits, community commitment, and customer citizenship behavior: Evidence from a social live-streaming platform
Encouraging online consumers to participate in the value enhancement process of products and stimulating users to engage in spontaneous and voluntary behaviors, the so-called Customer Citizenship Behaviors (CCBs), can significantly contribute to enhancing the competitiveness of online communities. N...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2024-10-01
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| Series: | Acta Psychologica |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0001691824004128 |
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