Examining the Impact of Corporate Social Responsibility and Knowledge on Customer Value Co-Creation Behavior in the Context of Social Media

• Main Authors: WANG, HAN-SHENG, 王瀚陞
• Other Authors: Chien, Shih-Yi
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ya5z55

碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === Online community has been postulated as one of social media platforms is a convenient channel for gathering and collecting information. To understand the interactions between customers and companies in the online communities, the present study focused on customer value co-creation behavior that customers willing to perform participation behavior and citizenship behavior in the companies’ online communities. Drawing upon a conservation of resources (COR) theory, customers tend to invest their resources in their behaviors for beneficial to the company. This study used service-dominant logic, COR theory and resource-advantage theory to explore the relationship between corporate social responsibility and customer value co-creation behavior factors in online communities. Using online questionnaire survey, data from 359 participants were collected and the results show companies disseminate CSR information on the online communities is positively correlated to customer value co-creation behavior and contributing customers to become more knowledgeable about companies information. Moreover, customer value co-creation behavior is positively correlated to customer satisfaction and customer loyalty. The results suggest that companies’ online communities are an appropriate co-creation platform providing opportunities for customers to interact with companies, and facilitating customers become more satisfied and loyal with companies.