Empirical Research on the Impact of Internet Word of Mouth on Customer Citizenship Behavior

As the most important source, Internet word of mouth (IWOM) and online review, from which Internet consumers get product and service information, have become the key factors which influence consumers' purchase decision. On the other hand, nowadays, many online customers are glad to do such things as: helping other consumers in trouble, giving feedback about shopping experience or product suggestion to the E-vendors, recommending the product or service to others, and so on, which are known as customer citizenship behavior (CCB). So far, many scholars have studied IWOM and CCB separately, but research connecting IWOM and CCB is sparse. Do IWOM information receivers probably carry out CCBs? Can IWOM influence CCB? And how? Based on Social Cognitive Theory and Social Exchange Theory, the authors build a theoretical model about the effect of IWOM on CCB by the mediation of customer perceived value (CPV). Data are collected by means of self-report questionnaires after online practice, then the model and hypotheses are tested by Structured Equation Model software. The research results show that: Firstly, Internet Word Of Mouth has a positive impact on Customer Perceived Value, and CPV positively influences Customer Citizenship Behavior. Secondly, Customer Perceived Value, as a mediator of Internet Word Of Mouth and Customer Citizenship Behavior, plays an indispensable and crucial role in this model. But Internet Word Of Mouth has no significantly direct effect on Customer Citizenship Behavior.