忠诚
价值(数学)
透视图(图形)
结构方程建模
社会认同理论
心理学
社会交换理论
社会心理学
身份(音乐)
情感(语言学)
美德
营销
业务
社会团体
政治学
沟通
统计
机器学习
物理
人工智能
计算机科学
法学
数学
声学
作者
. Utkarsh,Roopak Kumar Gupta
标识
DOI:10.1016/j.jretconser.2021.102879
摘要
This study explores the effects of relational benefits on consumers' extra-role (civic virtue) and in-role (consumer loyalty) behaviors from social identity and social exchange perspectives, in addition to the mediating role of consumer–company identification (CCI) and perceived value. Structural equation modeling was used to analyze the data obtained from a cross-sectional survey of 254 consumers. The findings reveal that relational benefits promote consumers’ extra-role and in-role behaviors. Specifically, confidence and social benefits, directly and indirectly, affect civic virtue and consumer loyalty. Supporting our integrative framework, the results demonstrate that CCI mediates the effect of confidence and social benefits on civic virtue and consumer loyalty, whereas perceived value only mediates the relationship between confidence and social benefits and consumer loyalty. This study presents important implications for academicians and practitioners.
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