Consumer Citizenship Behavior in Online/Offline Shopping Contexts: Differential Impact of Consumer Perceived Value and Perceived Corporate Social Responsibility

Abstract

The digital era has profoundly reshaped consumer behavior, with social media and e-commerce platforms revolutionizing shopping experiences. This study integrates interviews with questionnaire survey to investigate the nuanced differences in consumer citizenship behavior (CCB) across online and offline shopping contexts, as well as the influence of consumer perceived value (CPV) and consumer perceived corporate social responsibility (CPCSR). Through the use of multiple regression and permutation tests to analyze the interplay between consumer perception and CCB, the study reveals the following: (1) CPV positively influences all four dimensions of CCB, while CPCSR significantly impacts only recommendation and feedback; (2) the influence of CPV on dimensions other than recommendation and of CPCSR on dimensions other than helping varies significantly between online and offline contexts. These results enhance our understanding of consumer behavior and offer actionable insights for businesses to build and enhance consumer connections in the digital age.